This study emphasized the importance of gamification affordance, and verified the moderating effect of ESG management in gamification affordance, on green product purchase intent. To verify this, an empirical analysis was conducted using the SPSS 26.0 statistical program by conducting a survey on Alipay consumers who have used Ant Forest, a representative app that actively conducts gamification affordance activities. As a result of the study, it was found that ESG management has a moderating effect in the relationship between autonomy support affordance, visibility of achievement, competitive affordance, interactivity affordance, and green product purchase intention, which are sub-factors of gamification affordance. Finally, practical implications, limitations, and future research directions were presented based on the results of this study.