Playing 4 the Planet: Exploring the Link Between Gamification User Types and Environmental Consciousness

Sustainable consumption, a key component of the UN Sustainable Development Goals, aims to foster the responsible use of resources for present and future generations. A common tool to promote sustainable consumption is gamification. However, studies show mixed results, indicating that a one fits all gamification approach is not feasible. Tailored gamification, and in particular the use of Gamification User Types (UT), combined with the concept of Environmental Consciousness (EC) offer the opportunity to achieve desired behavior change outcomes. We analyze the relationship between different UTs, and EC based on self-determination theory. An online survey (n=1,010) reveals significant relationships between EC and three of the four intrinsically motivated UTs. Applying goal-framing theory, we argue that tailored gamification can help bridge the motivation-behavior gap in sustainable consumption by combining altruistic and egoistic goals to support behavioral change and promote sustainable practices.