Fostering Sustainable Behaviour through Social Games: Elements of ‘Gamified Behaviour-Change Programmes’ Contributing to the Process of Behaviour Change for Environmental Benefit

Sharma Satyakam (2019)

The significance of behavioural change has inspired designers to make strategic use of design to induce a positive change in behaviour regarding the usage of products and resources to reduce environmental impacts. Diverse approaches have emerged which encourage sustainable behaviour in the form of social innovations. Gamified behaviour-change programmes (GBCPs) are one example. This research investigates the mechanics of GBCPs, particularly the process through which they prepare, motivate, transform and incubate behaviour under the influence of a social setting and using a game-based approach. Utilising the findings from an empirical study of GBCPs, the study investigates the factors and conditions that influence the central phenomenon of behaviour change and identifies 41 elements that directly or indirectly contribute to the process of behaviour change. This thesis provides insights into the mechanics of GBCPs and raises the importance for designers, creative idealists and social entrepreneurs to consider GBCPs as an approach when addressing sustainability objectives.