Gamification　entails　integrating　game　design　elements,　including　rewards,　points,　competition,　and　interactive　challenges,　into　non-game　contexts　to　engage　and　motivate　individuals.　In　the　context　of　green　consumption,　gamification　can　encourage　individuals　to　acquire　more　sustainable　consumption　behaviors.　The　proposed　study　aims　to　examine　the　influence　of　gamification　on　green　consumption　behavior　among　Chinese　university　students.　However,　university　students　are　considered　an　important　target　group　for　such　interventions　due　to　their　technological　savvy　and　high　interest　in　environmental　issues.　A　self-determination　theory　(SDT)　was　used　to　measure　the　motivating　factors　of　gamification　for　adopting　green　consumption　behavior-a　convenience　sampling　technique　in　which　survey-based　research　designs　were　used　to　collect　the　data.　A　survey　was　conducted　on　a　sample　of　332　university　students　in　China,　using　a　questionnaire　with　structural　equation　modeling　(SEM)　to　test　the　hypotheses　and　assess　the　proposed　relationships　between　the　variables.　The　finding　of　this　study　reveals　that　gamification　has　a　significant　negative　relation　with　green　consumption　behavior.　Further,　technological　awareness,　hedonic　motivation,　and　perceived　enjoyment　significantly　mediate　the　relationship　between　gamification　and　green　consumption　behavior.　Additionally,　virtual　CSR　significantly　moderates　the　relationship　between　gamification　and　technological　awareness,　hedonic　motivation,　and　perceived　enjoyment.　The　findings　of　this　study　could　have　implications　for　the　development　of　more　effective　interventions　for　policy　makers　and　industrialists　aimed　at　promoting　sustainable　consumption　behaviors　in　China.