Sustainable Consumption Design in Serious Games: A Consumer Behaviour Approach Using the SIPS Model

Objective – The purpose of this research is to propose a sustainable consumption design (SCD) approach that emphasizes consumer behavior in the use of product-service systems (PSS), utilizing the SIPS (sympathize, identify, participate, share, and spread) model. The research aims to address gaps in existing studies that focus predominantly on product design without considering the full consumer behaviour path, particularly in the context of social media and the digital economy. Methodology – This study utilised a theoretical framework based on the SIPS model, integrating consumer behaviour with the design of PSS. The approach was applied in the development of a serious game, Environmental Defender, and its dissemination on the Douyin (TikTok) platform. The research involved a qualitative analysis of how consumer behaviour influences sustainable consumption and the effectiveness of the SCD approach in real-world applications. Findings – The findings revealed that the SCD approach, grounded in consumer behaviour, led to significant improvements in environmental, social, and economic sustainability. The serious game, Environmental Defender, successfully educated users about marine pollution and encouraged active participation in environmental protection, resulting in the spontaneous dissemination of the game via social media. The framework reduced the environmental impact and minimised marketing costs, further demonstrating the model's efficacy in promoting sustainable consumption. Novelty – The originality of this research lies in the application of the SIPS model to the entire consumer behaviour life cycle in the context of sustainable consumption. Unlike traditional approaches that focus solely on product design, this study integrates consumer behavior and digital platforms to achieve greater sustainability. The study also presents an innovative dissemination strategy for serious games, offering a minimal environmental footprint and high engagement. Type of Paper: Empirical JEL Classification: D11, E21, Keywords: Sustainable consumption design, SIPS model, serious games, consumer behaviour, product-service systems, social media, sustainability Reference to this paper should be made as follows: He, Y; Rahman, K.A.A.A; Shaari, A; Yusoff, I.S.M; Wang, M. (2025). Sustainable Consumption Design in Serious Games: A Consumer Behaviour Approach Using the SIPS Model, J. Bus. Econ. Review, 9(4), 12–22. https://doi.org/10.35609/jber.2025.9.4(2)