Can gamification increase consumer engagement? A qualitative approach on a green case

Abstract

The present study aims to identify the potential benefits deriving from the introduction of gamification elements in the consumer shopping process, in order to engage consumers in a more ecologically conscious behavior. Interviews with lead consumers show that the gamification of the shopping process results in increment of the stated intention to participate in the shopping process as well as an increment in the stated intention to purchase and an increase in the price premium consumers are willing to pay for environmentally friendly products. © IFIP International Federation for Information Processing 2013.