Engaging without greenwashing: a holistic gamified approach to foster eco-friendly behavior in a renewable energy crowdfunding platform
To achieve the necessary transformation towards a low carbon society, it is obvious that all the coming technological innovations should also be accompanied by gargantuan shifts in lifestyle patterns. This study aims at identifying a possible gamified engagement strategy that fosters pro-environment...
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| Tipo de recurso: | tesis de maestría |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Universitat Politècnica de Catalunya (UPC) |
| Repositorio: | UPCommons. Portal del coneixement obert de la UPC |
| Idioma: | inglés |
| OAI Identifier: | oai:upcommons.upc.edu:2117/371815 |
| Acceso en línea: | https://hdl.handle.net/2117/371815 |
| Access Level: | acceso abierto |
| Palabra clave: | Social responsibility of business -- Environmental aspects Crowd funding -- Marketing -- Social aspects Gamification -- Psychological aspects Empreses -- Responsabilitat social -- Aspectes ambientals Micromecenatge -- Màrqueting -- Aspectes socials Ludificació -- Aspectes psicològics Àrees temàtiques de la UPC::Economia i organització d'empreses::Màrqueting |
| Sumario: | To achieve the necessary transformation towards a low carbon society, it is obvious that all the coming technological innovations should also be accompanied by gargantuan shifts in lifestyle patterns. This study aims at identifying a possible gamified engagement strategy that fosters pro-environmental behavior for a renewable-energy projects crowdfunding app. Besides the growing interest of industry in gamification, there is few research on how to implement such approaches in a way it fosters pro-environmental behavior. The research provides an integrative literature review of subjects such as environmental psychology, gamification and human computer interaction, to finally outline a comprehensive framework to guide practitioners in fostering sustainable behavior within the business world, in the context of a renewable energy crowdfunding platform, and also the analysis of a business case, Seeds. While many game elements and marketing techniques can be positive for increased customer engagement and business development, they can be severely counterproductive as a strategy for climate change public engagement, and contrast sharply with the long-term sustainable practices that are required to transform to a climate neutral society. This work suggests that the corporate ethos might do more harm than good when it comes to fight climate change. Some widely spread corporate strategies to drive customer engagement, such as the usage of pervasive technology to build habits on users, are based on unmoral principles that invite critique, and perhaps, rejection. Finally, the limitations of the research suggest than additional validation is required, leaving several unresolved questions that could drive further scientific research |
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