Gamification for sustainable consumption: A state‐of‐the‐art overview and future agenda

Weng Marc Lim, Manish Das, Wamika Sharma, Aastha Verma and Rajeev Kumra

Business Strategy and the Environment, 2025, vol. 34, issue 1, 1510-1549

Abstract: Unsustainable consumption is a pressing issue requiring innovative solutions. Gamification is a promising approach with the potential to drive a shift toward sustainable consumption. This study delivers a state‐of‐the‐art overview of gamification as a strategy for sustainable consumption, shedding light on its role at the intersection of environmental sustainability, sustainability education, sustainable behavioral changes, sustainable living, sustainable tourism, and workplace sustainability, underscoring that sustainable consumption (e.g., energy) is not only personal but also professional. This study also offers a rich organizer of antecedents (game mechanics, incentives and mechanisms, social dynamics, sustainability focus, and user experience), mediators and moderators (psychographic and socio‐cultural), controls (demographic and contextual), and outcomes (behavioral changes, consumption patterns, and psychographic shifts), alongside relevant theories and methods, to provide a finer‐grained, toolbox‐like understanding of gamification for sustainable consumption. This study concludes with avenues for future research to drive new frontiers where gamification can contribute to sustainable consumption, and by extension, the United Nations Sustainable Development Goal (SDG) 12 on Responsible Consumption and Production.

Date: 2025
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