“Game on!” Pushing consumer buttons to change sustainable behavior: a gamification field study
Abstract
Purpose Marketers have begun to investigate the potential of gamification for influencing consumer behavior by using game design elements in realms varying from branding, retail, sales and health services. Marketers have also begun to explore consumer behavior in sustainability. This paper aims to provide contributions to build on both literatures. Design/methodology/approach This research tests gamification principles in a large field study on...
Paper Details
Title
“Game on!” Pushing consumer buttons to change sustainable behavior: a gamification field study
Published Date
Jun 18, 2021
Volume
55
Issue
10
Pages
2593 - 2619
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