How can the Use of In-app Gamification Motivate Young Consumers to Take More Sustainable Actions and Reduce Food Waste? The Example of TooGoodToGo, Fighting Against Food Waste

Abstract

Sustainability and digitalization are significant trends shaping the future. Reducing food waste plays a pivotal role in combating climate change. Consumers in Denmark are increasingly aware of the individual responsibility in achieving sustainable food consumption. However, with missing actions an attitude behavior-gap remains. Therefore, this study explores the potential of gamification to bridge this gap, among the younger generation, by combining their affinity for technology with their engagement in sustainability issues. Investigating motivators and barriers among young consumers in Denmark toward sustainable food consumption, the research explores in-app gamification strategies to promote this behavior change. The potential of gamification to motivate young consumers to reduce food waste is explored based on selfdetermination theory and nudging strategies, while drawing on TooGoodToGo as a case example. Through an inductive and mixed-method approach the research identifies key motivators, such as awareness, perceived impact, external influences, and convenience that can be targeted through gamification experiences. It further emphasizes the importance of balancing external and internal motivation factors and highlights the role of information and education, external influences, and social dynamics in encouraging food saving behaviors. The study suggests incorporating features that enhance the learning environment, usability, feedback, personalized recommendations, and impactful visualizations within gamified apps enhancing engagement, motivation and the overall experience. It also recognizes the effectiveness of nudging strategies, including choice architecture, feedback, social norms, and goal setting, combined with gamification. The findings underscore the complexity of sustainable behavior and highlight the significance of digital tools in promoting behavior change. By leveraging gamification and nudging strategies, apps like TooGoodToGo can effectively motivate young consumers to adopt sustainable food consumption practices and contribute to a more sustainable future.