Social norm-based gamification to promote eco-friendly food choice

Berger, Verena

doi:10.1108/JCM-01-2018-2547

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	Social norm-based gamification to promote eco-friendly food choice
Authors:	Berger, Verena
DOI:	10.1108/JCM-01-2018-2547
Published in:	Journal of Consumer Marketing
Volume(Issue):	36
Issue:	5
Page(s):	666
Pages to:	676
Issue Date:	2019
Publisher / Ed. Institution:	Emerald
ISSN:	0736-3761
Language:	English
Subjects:	Social norm; Feedback; Gamification; Behavioral change; Food choice
Subject (DDC):	303: Social processes 613.2: Dietetics
Abstract:	Purpose: Digital applications and thus new digital intervention possibilities such as gamification have made their way into our everyday lives. This paper aims to examine to what extent social norm information (SNI) in a game element feedback may increase eco-friendly food choices. Design/methodology/approach: The effect of social norm-based feedback (SNBF), provided by a “GreenMeter”, was investigated experimentally. The SNI was integrated into the feedback by comparing the subject’s GreenMeter rating with either an injunctive, descriptive or combined SNI. Findings: Injunctive SNBF was found to be effective in encouraging people to make an eco-friendly food purchasing decision. Combining injunctive with descriptive SNBF or simply providing descriptive SNBF was also found to be better than no intervention at all. Research limitations/implications: To take further advantage of social norms to make gamification more effective, additional studies are needed in which long-term effects on behavior are investigated, as well as other game elements and target groups are taken into account. Practical implications: Many people want to choose food that is more eco-friendly but often struggle because of deeply ingrained habits or strong social influences. Consequently, their intentions do not translate into changes in their behavior. Alternative motivational, gamification approaches, like SNBF, may be considered when designing Web-based applications. Originality/value: The study provides insights into the effectiveness of SNI going beyond text-based interventions. Considering SNI in a specific design of gamification (“GreenMeter”) provided insights into how they could be integrated into dynamic, digital, behavioral change techniques to increase eco-friendly food choices.
URI:	https://digitalcollection.zhaw.ch/handle/11475/17195
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	Life Sciences and Facility Management
Organisational Unit:	Institute of Natural Resource Sciences (IUNR)
Appears in collections:	Publikationen Life Sciences und Facility Management

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Berger, V. (2019). Social norm-based gamification to promote eco-friendly food choice. Journal of Consumer Marketing, 36(5), 666–676. https://doi.org/10.1108/JCM-01-2018-2547

Berger, V. (2019) ‘Social norm-based gamification to promote eco-friendly food choice’, Journal of Consumer Marketing, 36(5), pp. 666–676. Available at: https://doi.org/10.1108/JCM-01-2018-2547.

V. Berger, “Social norm-based gamification to promote eco-friendly food choice,” Journal of Consumer Marketing, vol. 36, no. 5, pp. 666–676, 2019, doi: 10.1108/JCM-01-2018-2547.

BERGER, Verena, 2019. Social norm-based gamification to promote eco-friendly food choice. Journal of Consumer Marketing. 2019. Bd. 36, Nr. 5, S. 666–676. DOI 10.1108/JCM-01-2018-2547

Berger, Verena. 2019. “Social Norm-Based Gamification to Promote Eco-Friendly Food Choice.” Journal of Consumer Marketing 36 (5): 666–76. https://doi.org/10.1108/JCM-01-2018-2547.

Berger, Verena. “Social Norm-Based Gamification to Promote Eco-Friendly Food Choice.” Journal of Consumer Marketing, vol. 36, no. 5, 2019, pp. 666–76, https://doi.org/10.1108/JCM-01-2018-2547.