Skip to main content
SpringerLink
Log in

Evaluating Potential of Gamification to Facilitate Sustainable Fashion Consumption

  • Conference paper
  • First Online:
HCI in Business, Government and Organizations (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12204))

Included in the following conference series:

Abstract

The world is faced with a growing problem of the overconsumption of fashion. The UK Parliament Environmental Audit Committee highlights that current model is untenable in the long term and that there is an urge for alternative fashion business models [1]. At the same time customers have vast ability to impact the fashion market. However, it is not an easy task to consume clothes in a sustainable way and it requires extra effort. This makes it crucial to recognize digital space and its potential to facilitate more Sustainable Fashion Consumption (SFC). Thus, with a growing usage of technology in people’s everyday lives the idea of gamified social application (GSA) to influence consumer behaviour is researched in the context of SFC.

The literature review on sustainable fashion and gamification was undertaken to explore the subject and to develop appropriate research questions. Taking into consideration the complexity of SFC it was required to look into various academic areas such as psychology, sociology, macro marketing and economics, in order to discover ways to change fashion consumption through different game elements. The primary data is based on mixed research methods. It includes both qualitative and quantitative research. The prospective method for disclosing complexity of the subject was the comprehensive answers to qualitative interviews. The examination of the collected data suggests that well-designed GSA has the potential to foster SFC. In addition, gamification could be a useful tool in raising awareness through positive reinforcement about the consequences of fashion overconsumption.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 69.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 89.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. UK Parliament: House of Commons Environmental Audit Committee. Fixing fashion: clothing consumption and sustainability: Fashion: it shouldn’t cost the earth, HC1952, February 2019 (2019)

    Google Scholar 

  2. Patel, K.: All the World’s a Game, and Brands Want to Play Along. Advertising Age (2010)

    Google Scholar 

  3. Werbach, K., Hunter, D.: For The Win. Wharton Digital Press, Philadelphia (2012)

    Google Scholar 

  4. Zichermann, G., Linder, J.: Game-Based Marketing. Wiley, Hoboken (2010)

    Google Scholar 

  5. Black, S.: The Handbook. Thames & Hudson, New York (2013)

    Google Scholar 

  6. Belk, R.W.: Possessions and the extended self. J. Consum. Res. 15, 139–168 (1988)

    Article  Google Scholar 

  7. Bardhi, F., Eckhardt, G.M.: Access-based consumption: the case of car sharing: table 1. J. Consum. Res. 39(4), 881–898 (2012)

    Article  Google Scholar 

  8. Chen, Y.: Possession and access: consumer desires and value perceptions regarding contemporary art collection and exhibit visits. J. Consum. Res. 35, 925–940 (2009)

    Article  Google Scholar 

  9. Morgan, L.R., Birtwistle, G.: An investigation of young fashion consumers ‘Disposal Habbits’. Int. J. Consum. Stud. 33(2), 190–198 (2009)

    Article  Google Scholar 

  10. Ha-Brookshire, J.E., Hodges, N.: Socially responsible consumer behaviour? Exploring used clothing donation behaviour. Cloth. Text. Res. J. 27(3), 179–196 (2008)

    Article  Google Scholar 

  11. Giddens, A.: Modernity and Self-Identity. Stanford University Press, Stanford (1991)

    Google Scholar 

  12. Sheldon, K.M., Kasser, T.: Getting older, getting better: personal strivings and psychological maturity across the life span. Dev. Psychol. 37, 491–501 (2001)

    Article  Google Scholar 

  13. Babin, B.J., Darden, W.R., Griffin, M.: Work and/or fun: measuring hedonic and utilitarian shopping value. J. Consum. Res. 20, 644–654 (1994)

    Article  Google Scholar 

  14. Gam, J.H.: Are fashion! conscious consumers more likely to adopt eco! friendly clothing? J. Fash. Mark. Manag. Int. J. 15(2), 178–193 (2011)

    Google Scholar 

  15. Kollmuss, A., Agyeman, J.: Mind The gap: why do people act environmentally and what are the barriers to pro-environmental behaviour? Env. Educ. Res. 8(3), 239–260 (2002)

    Article  Google Scholar 

  16. Academic.mintel.com. Fashion Online – UK (2014)

    Google Scholar 

  17. Cialdini, R.B.: Crafting normative messages to protect the environment. Curr. Dir. Psychol. Sci. 12(4), 105–109 (2003)

    Article  Google Scholar 

  18. Radoff, J.: Game On. Energize Your Business with Social Media Games. Wiley, New York (2011)

    Google Scholar 

  19. Werbach, K., Hunter, D.: The Gamification Toolkit: Dynamics, Mechanics, and Components for the Win. Wharton Digital Press, Philadelphia (2015)

    Google Scholar 

  20. The Entertainment Software Association. Industry Facts - The Entertainment Software Association (2015)

    Google Scholar 

  21. Kim, A.J.: Community Building on the Web. Peachpit Press, Berkeley (2000)

    Google Scholar 

  22. Fogg, B.J.: BJ Fogg’s Behaviour Model (2014). http://behaviourmodel.org/

  23. Eyal, N.: Hooked: How to Build Habit-Forming Products (2014)

    Google Scholar 

  24. Bagozzi, R.P., Dholakia, U.: Intentional social action in virtual communities. J. Interact. Mark. 16(2), 2–21 (2002)

    Article  Google Scholar 

  25. Nysveen, H., Pedersen, P.E., Thorbjrnsen, H.: Intentions to use mobile services: antecedents and cross-service comparisons. J. Acad. Mark. Sci. 33(3), 330–346 (2005)

    Article  Google Scholar 

  26. Lazzaro, N.: Why we play: affect and the fun of games. In: Sears, A., Jacko, J.A. (eds.) Human-Computer Interaction, pp. 155–176. CRC Press, Boca Raton (2009)

    Chapter  Google Scholar 

  27. McGonigal, J.: Reality Is Broken. Penguin Press, New York (2011)

    Google Scholar 

  28. Csikszentmihalyi, M.: Flow. Harper & Row, New York (1990)

    Google Scholar 

  29. Moon, J.W., Kim, Y.G.: Extending the TAM for a world-wide-web context. Inf. Manag. 38(4), 217–230 (2001)

    Article  MathSciNet  Google Scholar 

  30. Hsu, C.L., Lu, H.P.: Why do people play online games? An extended TAM with social influences and flow. Exp. Inf. Manag. 41(7), 853–868 (2004)

    Article  Google Scholar 

  31. Bagozzi, R.P., Dholakia, U.M.: Antecedents and purchase consequences of customer participation in small group brand communities. Int. J. Res. Mark. 23(1), 45–61 (2006)

    Article  Google Scholar 

  32. Ajzen, I.: The theory of planned behaviour. Organ. Behav. Hum. Decis. Process. 50(2), 179–211 (1991)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. iKLEID, Zurich, 8044, Switzerland

    Marta Waydel-Bendyk

Authors
  1. Marta Waydel-Bendyk
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Marta Waydel-Bendyk .

Editor information

Editors and Affiliations

  1. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Waydel-Bendyk, M. (2020). Evaluating Potential of Gamification to Facilitate Sustainable Fashion Consumption. In: Nah, FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science(), vol 12204. Springer, Cham. https://doi.org/10.1007/978-3-030-50341-3_16

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-50341-3_16

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-50340-6

  • Online ISBN: 978-3-030-50341-3

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation