Evaluating potential of gamification to facilitate sustainable fashion consumption

Abstract

The world is faced with a growing problem of the overconsumption of fashion. The UK Parliament Environmental Audit Committee highlights that current model is untenable in the long term and that there is an urge for alternative fashion business models [1]. At the same time customers have vast ability to impact the fashion market. However, it is not an easy task to consume clothes in a sustainable way and it requires extra effort. This makes it crucial to recognize digital space and its potential to facilitate more Sustainable Fashion Consumption (SFC). Thus, with a growing usage of technology in people’s everyday lives the idea of gamified social application (GSA) to influence consumer behaviour is researched in the context of SFC. The literature review on sustainable fashion and gamification was undertaken to explore the subject and to develop appropriate research questions. Taking into consideration the complexity of SFC it was required to look into various academic areas such as psychology, sociology, macro marketing and economics, in order to discover ways to change fashion consumption through different game elements. The primary data is based on mixed research methods. It includes both qualitative and quantitative research. The prospective method for disclosing complexity of the subject was the comprehensive answers to qualitative interviews. The examination of the collected data suggests that well-designed GSA has the potential to foster SFC. In addition, gamification could be a useful tool in raising awareness through positive reinforcement about the consequences of fashion overconsumption.