Gamification Strategies to Enhance Environmental Awareness in Sustainable Retail: A Systematic Literature Review

This research systematically reviews the application of gamification strategies to promote environmental awareness within sustainable retail, a growing area aimed at fostering eco-conscious consumer behaviour.The study identifies a limited number of studies directly addressing the intersection of gamification, environmental awareness, and sustainable retail.To address this gap, the analysis categorizes research into three themes: Gamification and Environmental Awareness, Gamification and Sustainable Retail, and Environmental Awareness and Sustainable Retail.From an initial database search, 78 relevant studies were selected through a structured screening process.Results indicate that specific gamification elements-such as points, badges, rewards, and social incentiveseffectively engage consumers in sustainable behaviours by appealing to motivations of achievement and competition.Additionally, advanced technologies like AI and blockchain enhance these strategies by personalizing user experiences and ensuring transparency in eco-friendly practices.The findings underscore the potential of gamification to deepen consumer engagement and foster sustainable retail practices, though challenges related to user retention and intrinsic motivation remain.This study provides a foundation for future research to explore integrative gamification frameworks, aiming to establish gamified sustainability as a viable approach for long-term environmental impact in retail contexts.