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Designing gamified apps for sustainable consumption: A field study

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  • Mulcahy, Rory
  • Russell-Bennett, Rebekah
  • Iacobucci, Dawn

Abstract

This research tests the effectiveness of a social marketing field study on sustainable consumption conducted by energy companies on real customers. The study uses a gamified app to encourage sustainable household energy usage. We analyze app usage, survey, and energy bills data to demonstrate the impact of specific game design elements on customers' perceived enjoyment and knowledge, and their behavioral intentions regarding sustainable consumption. We show the gamified app influences energy saving behaviors and word-of-mouth, and results in significant monetary savings compared to a control group. These are exciting results that provide novel insights and help support the potential of gamified apps for businesses and consumers.

Suggested Citation

  • Mulcahy, Rory & Russell-Bennett, Rebekah & Iacobucci, Dawn, 2020. "Designing gamified apps for sustainable consumption: A field study," Journal of Business Research, Elsevier, vol. 106(C), pages 377-387.
    • Handle: RePEc:eee:jbrese:v:106:y:2020:i:c:p:377-387
    DOI: 10.1016/j.jbusres.2018.10.026
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    References listed on IDEAS

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    5. Qian, Tyreal Yizhou & Matz, Robbie & Luo, Lei & Xu, Chenglong, 2022. "Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports," Journal of Business Research, Elsevier, vol. 145(C), pages 482-494.
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    7. Carla Rodriguez-Sanchez, 2023. "The role of social marketing in achieving the planet sustainable development goals (SDGs)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 559-571, September.
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    9. Hatice Doğan-Südaş & Ali Kara & Emre Karaca, 2023. "Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    10. Jiaxing Chen & Guangling Zhang & Qinfang Hu, 2022. "Research on the Impact of Pro-Environment Game and Guilt on Environmentally Sustainable Behaviour," IJERPH, MDPI, vol. 19(20), pages 1-14, October.
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