Journal article
‘Go with the Flow’ for Gamification and Sustainability Marketing
International Journal of Information Management, Vol.61, pp.1-13
2021
Abstract
This paper explores the potential of gamification for sustainability marketing efforts, examining users’ experiences with a gamified app designed to encourage the sustainable energy behavior of turning off electricity switches. Using data collected from 387 participants who partook in a week-long field study using a gamified app, we analyze the interrelationships between flow, customer engagement, value-in behavior, and intentions to perform sustainable behavior and continue use of a gamified app. We show how consumers’ gameful experiences via flow enhance engagement with a gamified app, and how this results in enhancing the perceptions of value in performing a sustainable energy behavior. Further, we evidence how the value-in-behavior created by a gamified app not only influence behavioral intentions to perform a sustainable energy behavior, but also intentions to continue using the gamified app. These results provide important theoretical and practical insights as to the potential for gamification to be used for sustainable marketing and how gameful experiences (flow and customer engagement) can transfer to positive perceptions of sustainable behavior (value-in-behavior).
Details
- Title
- ‘Go with the Flow’ for Gamification and Sustainability Marketing
- Authors
- Lucas Whittaker (Author) - Queensland University of TechnologyRory Mulcahy (Author) - University of the Sunshine Coast, Queensland, USC Business School - LegacyRebekah Russell-Bennett (Author) - Queensland University of Technology
- Publication details
- International Journal of Information Management, Vol.61, pp.1-13
- Publisher
- Elsevier Ltd
- Date published
- 2021
- DOI
- 10.1016/j.ijinfomgt.2020.102305
- ISSN
- 1873-4707; 0268-4012
- Organisation Unit
- School of Business and Creative Industries; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99493708802621
- Output Type
- Journal article
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- Collaboration types
- Domestic collaboration
- Web Of Science research areas
- Information Science & Library Science