Year: 2022
Type: article
Abstract: A nt Forest is a Chinese app that connects users' behaviours to an environmental protection scheme.Developed in 2016 by Ant Group's Alipay-an affiliate of Alibaba's gigantic mobile-payment platform-Ant Forest has gamified carbon footprint tracking, allowing users to participate in tree planting and conservation as they consume online.If you buy sustainable products, choose paperless options, take your bike instead of your car, and correctly manage your waste, you are rewarded with virtual green energy points that go towards planting and growing a real tree.Significantly, Ant Forest matches virtual experience with reality.By collaborating with a Chinese nongovernmental organisation (NGO), the app claims it has managed to plant trees covering MADE IN CHINA / 2, 2022
Source: Made in China Journal
Author: Giulia Dal Maso
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
Funder: European Commission
OpenAlex ID: W4320503152