Designing Gamified Apps for Sustainable Consumption: A Field Study

Rory Mulcahy; Rebekah Russell-Bennett; Dawn Iacobucci

doi:10.1016/j.jbusres.2018.10.026

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Designing Gamified Apps for Sustainable Consumption: A Field Study

Journal article

Open access

Peer reviewed

Designing Gamified Apps for Sustainable Consumption: A Field Study

Rory Mulcahy, Rebekah Russell-Bennett and Dawn Iacobucci

Journal of Business Research, Vol.106, pp.377-387

2020

DOI: https://doi.org/10.1016/j.jbusres.2018.10.026

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Abstract

gamification

sustainability

serious games

gamified app

social marketing

sustainable consumption

energy

usage data

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-ofmouth, 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.

Details

Title: Designing Gamified Apps for Sustainable Consumption: A Field Study
Authors: Rory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Rebekah Russell-Bennett (Author) - Queensland University of Technology
Dawn Iacobucci (Author) - Vanderbilt University, United States
Publication details: Journal of Business Research, Vol.106, pp.377-387
Publisher: Elsevier Inc.
Date published: 2020
DOI: 10.1016/j.jbusres.2018.10.026
ISSN: 0148-2963
Copyright note: Copyright © 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450747502621
Output Type: Journal article