Gamifying Green Consumerism Websites: Can Gamification Mitigate Moral Licensing and Ideological Resistance to Green Behaviors?

Abstract

Green consumerism is a growing trend that may contribute to a more sustainable society. However, lack of motivation to pursue a green lifestyle might subject consumers to well-documented moral licensing effects. Moreover, individuals with conservative ideological leanings are also less predisposed to take environmentally friendly actions, suggesting that sustainability communication strategies may need to differ by user ideology. The present study tested gamification techniques as a way to boost green motivations for consumers with varying political ideologies. Through an online experiment (N = 531), we reported null findings with respect to the effects of gamification techniques and political ideology on consumers’ behavioral intentions. Implications and directions for future work on sustainability communication are discussed.