Mobilizing Green Support through Digital Technology

A central challenge in the climate crisis is how to mobilize collective action—and who can do it. We show that digital platforms can transform latent support for sustainability into measurable environmental outcomes, while also generating value for the platform itself. We study Ant Forest, a program embedded in Alipay, China’s leading fintech app, which rewards users’ low-carbon behaviors with game points redeemable for planting real trees in arid regions of the country. Since its launch in 2016, the program has engaged over 700 million users and funded the planting of 500 million trees. Using user-level data, we find that participation is significantly higher in cities that have experienced faster vegetation growth. We propose a “green experience” mechanism: visible environmental improvement fosters greater appreciation for nature and increases support for sustainability efforts elsewhere. Survey evidence supports this mechanism, with participants also citing gamification and warm glow as key motivators. We further document spillover effects: Ant Forest participation boosts donations to external environmental projects and increases overall use of the Alipay app. These findings highlight the potential of digital platforms to scale climate action while creating shared environmental and economic value.