Title: The potential of gamification in changing consumer behaviour towards a more sustainable nutrition behaviour
Authors : Berger, Verena
Miesler, Linda
Hari, Jürg J.
Conference details: Academy of Marketing Conference, Bournemouth, England, 7-10 July 2014
Issue Date: 2014
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (abstract)
Language : English
Subjects : Gamification; Behavioral Change; Nutrition; Sustainable Consumption
Subject (DDC) : 658.8: Marketing management
Abstract: Purpose of the Paper - First, the paper discusses gamification and its impact on consumer behaviour in various areas and clarifies opportunities of the application of game elements in these areas. Second, the authors outline the potential of gamification to change consumer behaviour in the area of sustainable nutrition behaviour. Design/Methodology/Approach - Various studies in the relevant research areas gamification, nutrition behaviour, consumer behaviour and behavioural change are reviewed to map gamification components to behavioural change constructs. Empirical studies are proposed providing a basis for the development of an effective programme for sustainable nutrition. Findings - Gamification, based on social influence, promises to be an effective and practicable intervention approach to change behaviour and promote sustainable nutrition behaviour. Conclusions - Based on this review of relevant literature, parameters are identified for a proposed research project, which is still in its conceptual phase. Practical Implications - Understanding the mechanisms behind gamification better can help to apply them more effectively to change consumer behaviour. Originality - The paper provides a starting point for studying the potential of gamification in a systematic and interdisciplinary manner to find new ways to promote behaviours with positive impact on environment and society.
Departement: Life Sciences and Facility Management
School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Institute of Natural Resource Sciences (IUNR)
Publication type: Conference paper
URI: https://digitalcollection.zhaw.ch/handle/11475/11459
Appears in Collections:Publikationen Life Sciences und Facility Management

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