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“Game on!” Pushing consumer buttons to change sustainable behavior: a gamification field study

Rory Francis Mulcahy (School of Business, University of the Sunshine Coast, Sunshine Coast, Australia)
Ryan McAndrew (School of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia)
Rebekah Russell-Bennett (School of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia)
Dawn Iacobucci (Vanderbilt University, Nashville, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 18 June 2021

Issue publication date: 6 October 2021

2359

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 real consumers that includes data from pre-post surveys, gamified app analytics and household energy meters. The data are analyzed using ANOVA’s and structural equation modeling.

Findings

The findings demonstrate: gamification significantly enhanced consumers’ knowledge, attitudes, behavioral intentions and realized bill savings compared to a control group; reward-based game design elements including points, badges and other rewards contribute to enhancing sustainable behavior outcomes.

Research limitations/implications

Future research in settings outside of sustainability may extend upon the findings of the current research to further understanding the impact of reward-based game design elements in marketing.

Practical implications

The findings have important practical implications for how organizations might use serious games to promote sustainable and other desirable behavior. In particular, how reward-based game design elements, points, trophies and badges, can be used to create a chain of relationships that leads to reduced electricity consumption.

Originality/value

This paper fulfills the need to understand if the impact of gamification extends outside of controlled environments and into the field. Further, it demonstrates how reward-based game design elements contribute to consumers changing their behavior, a relationship that is not yet thoroughly understood in the marketing literature.

Keywords

Acknowledgements

This Activity has received funding from the Australian Government. The views expressed herein are not necessarily the views of the Commonwealth of Australia, and the Commonwealth does not accept responsibility for any information or advice contained herein.

Citation

Mulcahy, R.F., McAndrew, R., Russell-Bennett, R. and Iacobucci, D. (2021), "“Game on!” Pushing consumer buttons to change sustainable behavior: a gamification field study", European Journal of Marketing, Vol. 55 No. 10, pp. 2593-2619. https://doi.org/10.1108/EJM-05-2020-0341

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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