Living in the world that faces severe environmental problems makes people consider andadjust their actions. Researchers have been trying to address the issues of behavior changein a variety of studies, although there is still little knowledge about the applicability ofgamification in the context of environmental sustainability. For this reason, the mainobjective of the present mixed-method research is to explore the process of gamification formotivating pro-environmental behavior change. The study takes abductive approach andfocuses on creating a theoretical framework, based on existing data and empirical findings.The theoretical part of the research provides insights on the topics of gamification,motivation, behavior change, and pro-environmental being and defines the main theories andmodels, utilized for the formation of the framework. In the meantime, the empirical partinvolves the description of the case study - mobile application JouleBug, and the findings onthe users’ gamified experience. Combined together, obtained theoretical and practical dataopen up the discussion that serves as a solid basis for answering the stated research questions.The research results suggest that gamification as such is a staged process that consists ofmuch preparation, analysis and ideation work in order to design successful and useful projectthat would benefit both the developers of the gamified experience and its users. In order toaddress behavior change, it is essential to evaluate the possible behavioral factors andmotivation techniques, as well as major barriers and motive to perform pro-environmentalbehavior. The study provides the set of potentially significant influential factors, identifiesthe possible outcomes of gamifying sustainable behavior, thereby as a valid theoreticalfoundation for further research and practical implementation.
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