Report provenance
Tech for Trees was published on 15 April 2020. It is based on data developed by Professor Bo Chen of Central University of Finance and Economics through a collaboration involving CUFE, the Green Digital Finance Alliance (GDFA) and the Central African Forest Initiative (CAFI). GDFA prepared the report and states on the cover that it is solely responsible for errors or omissions.
The report cites the underlying technical study, Research on Internet Public Welfare Behaviors, completed by Bo Chen in 2019. That study was commissioned by GDFA and produced in cooperation with CUFE's Institute for Finance and Economics; it contains the survey instrument, statistical analyses and detailed interpretation.
Research question
The study asks whether a digital platform could extend Chinese users' participation in Ant Forest to forest restoration and biodiversity protection in the Congo Basin. It examines which users are most likely to participate, which behavioural factors could motivate them, and how a platform could present their contribution in a credible and visible form.
Sample and method
The mixed-method study began with a 25-question online survey of 1,005 people in China. Existing Ant Forest users made up 61.5 per cent of the sample, former users 10.5 per cent and people who had never used the service 28 per cent. Women represented 61.5 per cent of respondents; 76.7 per cent were aged 18 to 40. Most respondents lived in eastern China and reported annual income below CNY 200,000.
In-depth interviews followed the survey. A structural equation model examined the relationships between platform engagement, social motivation, environmental awareness and willingness to participate in African reforestation. A six-indicator decision tree was used to identify users with a higher propensity to take part.
Main findings
- 22.3 per cent of the sample expressed willingness to create a positive impact on environmental problems in Central Africa through Ant Forest.
- Credible and verifiable proof of environmental impact was important across user groups.
- Higher-potential male users aged 18 to 40 placed greater weight on competition, rankings, the long-term value of green points and verification of actual tree planting.
- Higher-potential female users aged 18 to 25 placed greater weight on cooperation and peer interaction.
- Frequency and intensity of Ant Forest use were associated with willingness to participate in Central African reforestation; income and broader environmental awareness were in turn associated with deeper platform engagement.
Implications for platform design
The report proposes regular delivery of credible, clear and visual evidence of impact, linked to environmental knowledge. Competition, collaborative sharing and knowledge-based interaction may be adapted for different user groups. It also considers satellite and drone imagery, virtual and augmented reality, and blockchain as possible tools for communicating impact and strengthening trust in information.
Limitations and further questions
The report states that the study did not determine which aspect of Congo Basin deforestation would be most likely to activate the identified motivations: tree planting, iconic wildlife or biodiversity more broadly. The sample was concentrated among people in eastern China, respondents aged 18 to 40 and those with annual income below CNY 200,000. Further work is needed to test specific content, incentives and platform functions.