How to shifting consumer behavior to be more sustainable has been a hot research topic. The COVID-19 Pandemic has ignited this since consumers pay more attention to sustainability issues. Sustainability application (app) has been a promising way to connect individuals and provide information to promote a habit of sustainable consumption. The use of these apps to facilitate sustainable consumption has been a recent research focus. The strategy to encouraging app adoption is a research priority identified in a synthesized literature review of prior studies on mobile app marketing. As such, it is imperative to understand how to design sustainability apps to motivate consumers to facilitate app use intention. Attention, relevance, confidence, and satisfaction (ARCS) model is one commonly used motivational design model, which has been applied to mobile learning systems to examine gamification design. The four factors of ARCS correspond to different strategies to increase users’ motivation to use the app. Thus, the aim of this research is to develop an ARCS motivational model for sustainability apps. A simulated gamified sustainability app was utilized with the aim of reducing carbon footprint. A market research firm was contracted to collect data by using an online questionnaire. Respondents were shown the pictures and functions of the app including the interface of the app, carbon footprint status, the leaderboard of carbon emissions in the community, shop, personal profile and then answered questions. 346 usable questionnaires were obtained. Partial least squares structural equation modeling was used to analyze the data.

People spent around 90% of smartphone usage time on mobile applications (apps). In response to these opportunities, companies have developed branded apps to interact with consumers and facilitate loyalty. However, companies have hard time retaining consumers to their own brand due to the fierce competition in the app market. As such, it is imperative to unveil factors driving continuance intention of branded apps. This is one of a key research themes in a recent literature review of marketing research on mobile apps. Most of prior studies have adopted the utilitarian perspective where perceived usefulness and ease of use are identified as the key drivers. However, the fit perspective has received limited attention. It has gained increasing importance as recent studies have emphasized the role of person-app fit and person-brand fit in driving consumers’ purchase decision performance and as consumers’ lives are highly embedded into branded apps. This study aims to investigate continuance intention of branded apps from the fit perspective. This research selected the target branded apps in Taiwan based on prior studies. A market research firm was contracted to collect data randomly on various social media sites, and its membership database by using online questionnaires. 198 usable questionnaires were obtained. Partial least squares structural equation modeling was used to analyze the data.