Gamification for sustainable consumption: ethical issues and future promises

Agnessa Spanellis

Research output: Chapter in Book/Report/Conference proceedingChapter


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.
Original languageEnglish
Title of host publicationResearch Handbook on Ethical Consumption
EditorsMarylyn Carrigan, Victoria Wells, Karolos Papadas
PublisherEdward Elgar Publishing
Number of pages16
ISBN (Electronic)9781802202021
ISBN (Print)9781802202014
Publication statusPublished - 11 May 2023


  • Gamification
  • Sustainable consumption
  • Consumer Behavior

ASJC Scopus subject areas

  • Social Sciences(all)
  • Environmental Science(all)
  • Energy(all)
  • Business, Management and Accounting(all)


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