Fostering Pro-environmental Behavior within Companies through Gamification: Bringing EcoTribe to Market

Abstract

This thesis navigates the critical intersection of corporate sustainability, pro-environmental behavior, and gamification as innovative strategies to address the urgency of climate change. As the global community grapples with the imperative to reduce carbon emissions, corporate organizations emerge as pivotal players in fostering sustainable practices. The study centers on the transformative potential of gamification, a concept proven effective in diverse contexts, to influence positive behaviors among employees within the corporate sphere. The problem at hand lies in the evident gap of robust tools to effectively engage employees in sustainable practices within the workplace. Traditional approaches often fall short in motivating enduring behavioral change. This research seeks to bridge this gap by comprehensively exploring how gamification can be a catalyst for sustainable behavior within organizations. The primary research question driving this study is: How can gamification effectively foster sustainable behavior within companies, and what are the key factors that influence its successful implementation and impact on employee engagement and overall sustainability performance? To dissect this overarching question, three sub-questions are addressed. First, the study investigates the direct impact of gamification on individual employee behavior and engagement with sustainable initiatives. Second, it explores the broader organizational impact, focusing on how gamification influences sustainability reporting and communication of achievements. Lastly, the research assesses the potential for gamification to foster collaboration between medium-sized companies and local associations engaged in sustainable activities. The study anticipates the conceptualization of the EcoTribe app as a gamified tool, introducing a practical dimension to the research. This innovative solution aims to bridge the gap between corporate sustainability objectives and tangible everyday actions. Tailored for the corporate environment, the app aspires to cultivate pro-environmental behavior among employees, fostering an environmentally conscious workplace culture. Simultaneously, it assists employers in their sustainability reporting endeavors, providing a practical and innovative contribution to the global efforts in mitigating climate change.