
International Journal For Multidisciplinary Research
E-ISSN: 2582-2160
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A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal
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Volume 7 Issue 4
July-August 2025
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Gamification: Use of Gamefied Elements for Promoting Sustainable Behaviour
Author(s) | Mrs Yasha Rizvi |
---|---|
Country | India |
Abstract | Sustainable marketing has emerged as a critical area for businesses seeking to alignprofitability with environmental responsibility. Despite increasing consumer awareness ofsustainability issues, companies often struggle to sustain long-term engagement ineco-friendly behaviors. Research suggests that while consumers express willingness toadopt sustainable lifestyles, behavioral inertia and a lack of continuous motivation result inshort-lived commitment. To address this challenge, businesses have started incorporatinggamification strategies—the application of game-design elements such as rewards,leaderboards, challenges, and immersive experiences—into their sustainability initiatives.However, the efectiveness of gamification in fostering long-term behavioral changeremains underexplored. This study investigates how gamification influences sustainableconsumer behavior by analyzing which gamification mechanisms (personalization,social influence, immersive technologies) are most efective in promoting sustainedeco-conscious actions.A mixed-methods approach was employed, integrating a comprehensive literaturereview, an empirical survey (n=300), and three real-world case studies (Coca-Cola,Lays, and Nike). The survey assessed consumer responses to various gamificationelements in sustainability campaigns, measuring engagement longevity, motivation (intrinsicvs. extrinsic), and actual behavioral change. |
Keywords | Gamification, sustainable marketing |
Field | Business Administration |
Published In | Volume 7, Issue 4, July-August 2025 |
Published On | 2025-07-20 |
DOI | https://doi.org/10.36948/ijfmr.2025.v07i04.51274 |
Short DOI | https://doi.org/g9tz6z |
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E-ISSN 2582-2160

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