International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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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
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