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Bachelor thesis

Foster a sustainable behaviour using a gamification approach : an exploratory study

    2014

112 p.

Mémoire de bachelor: Haute école de gestion de Genève, 2014

English Forecasts predict that at the end of this century world population will reach more than ten billion. This increase will cause an overexploitation of our ecosystem. Already now there are some countries that consume more resources than their lands can provide, while some others live in poor conditions. With the increase of the population, we will put even more pressure on our ecosystem and some countries will suffer more than others. For this reason, a new model of development is necessary, and a sustainable one is desirable. In order to have a sustainable development all the actors of the society are trying to find solutions and in the future they will have to try even harder. It will be not enough that just a single actor will do something but all the society together will have to contribute to this change. This paper tries to evaluate whether a model based on gamification technique would motivate people in behaving in a more sustainable way. Past researches declare that consumers are aware of the sustainable issue and they would like to behave in a sustainable way. However, their willingness is not always transformed into a sustainable behaviour. Therefore, it has been developed a model which use game mechanics to drive consumer behaviour toward a sustainable one. Motivation is crucial for changing people behaviour and gamification, which implies the use of game elements and mechanics in other contexts, has proved to be a powerful motivational tool. Hence, a sustainable gamified system has been developed on a paper prototype and has been tested by ten potential users. The target of the gamified system are students. Data collection has been conducted in the following way: first, it has been developed a gamified system and then it has been designed on a paper prototype. After that, potential users of the tool have tested the model and have answered questions in a semi-structured interview in order to understand if the gamified system would help them doing more sustainable actions. The main results tell us that a gamified system helps to motivate students in having a sustainable behaviour. However, it is mainly effective for people that have already a strong sustainable attitude. For engaging the one who have weaker sustainable value, an external reward is needed.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • Economie d'entreprise
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 232894
  • RERO R007935344
Persistent URL
https://sonar.ch/hesso/documents/314495
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