Fun and change: video game edutainment promotes pro environmental behaviour

Scalable behavioural interventions often struggle to engage the cognitive and psychological mechanisms that underlie durable changes in preferences and habits. This study provides a proof of concept for an underexplored intervention format: edutainment through video games. Partnering with a large video game company, we develop a game that embeds educational content on sustainable food consumption into an entertaining storyline. In a pre-registered field experiment (N = 4,034 UK adults), participants are randomly assigned to play either one of three treatment versions of the game or a control version without environmental content. Real-world food choice behaviour is measured through incentivised online supermarket tasks. Relative to the control group, treated participants select grocery baskets with 20% lower environmental impact immediately after gameplay, an effect that remains at 8–10% in a follow-up 2–3 weeks later. Behavioural change results from a combination of knowledge gains, short-term salience and preference change. Strikingly, effects were particularly persistent among subjects with low baseline sustainability. Further evidence suggests that the intervention was effective partly because it provided an enjoyable experience and affected a rich set of beliefs and attitudes, including personal norms, efficacy, and perceived social norms.