Designing gamified apps for sustainable consumption: A field study

Rory Mulcahy; Rebekah Russell-Bennett; Dawn Iacobucci

doi:10.1016/j.jbusres.2018.10.026

Designing gamified apps for sustainable consumption: A field study

Rory Mulcahy, Rebekah Russell-Bennett, Dawn Iacobucci

Research output: Contribution to journal › Article › peer-review

80 Citations (Scopus)

Abstract

This research tests the effectiveness of a social marketing field study on sustainable consumption conducted by energy companies on real customers. The study uses a gamified app to encourage sustainable household energy usage. We analyze app usage, survey, and energy bills data to demonstrate the impact of specific game design elements on customers' perceived enjoyment and knowledge, and their behavioral intentions regarding sustainable consumption. We show the gamified app influences energy saving behaviors and word-of-mouth, and results in significant monetary savings compared to a control group. These are exciting results that provide novel insights and help support the potential of gamified apps for businesses and consumers.

Original language	English
Pages (from-to)	377-387
Number of pages	11
Journal	Journal of Business Research
Volume	106
DOIs	https://doi.org/10.1016/j.jbusres.2018.10.026
Publication status	Published - Jan 2020
Externally published	Yes

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10.1016/j.jbusres.2018.10.026

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title = "Designing gamified apps for sustainable consumption: A field study",

abstract = "This research tests the effectiveness of a social marketing field study on sustainable consumption conducted by energy companies on real customers. The study uses a gamified app to encourage sustainable household energy usage. We analyze app usage, survey, and energy bills data to demonstrate the impact of specific game design elements on customers' perceived enjoyment and knowledge, and their behavioral intentions regarding sustainable consumption. We show the gamified app influences energy saving behaviors and word-of-mouth, and results in significant monetary savings compared to a control group. These are exciting results that provide novel insights and help support the potential of gamified apps for businesses and consumers.",

keywords = "Energy, Gamification, Gamified app, Serious games, Social marketing, Sustainability, Sustainable consumption, Usage data",

author = "Rory Mulcahy and Rebekah Russell-Bennett and Dawn Iacobucci",

note = "Funding Information: 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. Publisher Copyright: {\textcopyright} 2018",

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AU - Iacobucci, Dawn

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N2 - This research tests the effectiveness of a social marketing field study on sustainable consumption conducted by energy companies on real customers. The study uses a gamified app to encourage sustainable household energy usage. We analyze app usage, survey, and energy bills data to demonstrate the impact of specific game design elements on customers' perceived enjoyment and knowledge, and their behavioral intentions regarding sustainable consumption. We show the gamified app influences energy saving behaviors and word-of-mouth, and results in significant monetary savings compared to a control group. These are exciting results that provide novel insights and help support the potential of gamified apps for businesses and consumers.

AB - This research tests the effectiveness of a social marketing field study on sustainable consumption conducted by energy companies on real customers. The study uses a gamified app to encourage sustainable household energy usage. We analyze app usage, survey, and energy bills data to demonstrate the impact of specific game design elements on customers' perceived enjoyment and knowledge, and their behavioral intentions regarding sustainable consumption. We show the gamified app influences energy saving behaviors and word-of-mouth, and results in significant monetary savings compared to a control group. These are exciting results that provide novel insights and help support the potential of gamified apps for businesses and consumers.

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KW - Serious games

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Designing gamified apps for sustainable consumption: A field study

Abstract

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