Publication type: Conference paper
Type of review: Peer review (abstract)
Title: New approaches for fostering sustainable nutrition behavior : the potential of social norms in gamification interventions
Authors: Berger, Verena
Schrader, Ulf
Conference details: The 5th World Sustainability Forum, Basel, Switzerland, 7-9 September 2015
Issue Date: 2015
Language: English
Subjects: Gamification; Behavioural change; Self-efficacy; Social norms; Sustainable nutrition
Subject (DDC): 150: Psychology
Abstract: Today, most people’s food and dietary choices are far from sustainable and account for about one third of the total environmental impact of the Western world. New, effective approaches for changing behavior are needed, for personal health reasons and because consumers’ food choices have considerable implications for the environment. This research paper aims to shed light on social mechanisms and their effectiveness in the context of gamification interventions that are designed for changing nutrition behavior. By looking at gamification from a socio-psychological perspective, we relate the behavioral change model HAPA (Health Action Process Approach) to the gamification approach so as to develop a gamification design that activates self-efficacy and social norms, and thus, fosters sustainable nutrition behavior. Empirical studies are proposed to investigate the influences of social mechanisms as a requirement for effective gamification design in this context. We propose that reference group information should be considered in gamification design by visualizing the reference group members’ sustainable nutrition behavior, so as to increase self-efficacy, especially in people who are motivated to change, but do not act, because they lack the right skills for translating their intentions into actions. According to the above propositions, experimental studies are suggested and presented accordingly. We highlight several research aspects that can be applied to create the best realistic conditions and to operationalize sustainable nutrition behavior. It is expected that the proposed studies’ findings will provide scientific evidence as to how gamification can be supplemented with social norm-based information and how this may affect psychological constructs like self-efficacy, a central variable for the behavioral change process, and which is essential for fostering sustainable nutrition behavior.
URI: https://digitalcollection.zhaw.ch/handle/11475/16707
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Natural Resource Sciences (IUNR)
Appears in Collections:Publikationen School of Management and Law

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