Gamification for sustainable consumption: ethical issues and future promises

This chapter has explored the use of gamification for sustainable consumption and ethical issues as well as its limitations. The review of existing applications demonstrated examples of using gamification to directly facilitate behavioural change as well as those aiming at educating consumers in sustainable practices through the exploration of interconnectedness of different aspects of sustainability. The discussion of gamification criticism of such examples prompted a more in-depth review of limitations of gamification as an example of technology, resulting in a formulation of four principles of gamification design for sustainable consumption. They include accepting fundamentally persuasive nature, ensuring transparency of purpose, autonomy and ambiguity of gamification design. The proposed avenues for further research can demonstrate the impact of ambiguity in design on consumer behaviour as well as unpack psychological aspects that lead to behavioural change.