Dutz, Isabella (2025) Gamifying Sustainability: Evaluating the Effectiveness and Ethical Implications of Gamified Pro-Environmental Behavior through User Reviews of the EarthHero App. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
This thesis explores how gamification can effectively and ethically promote pro-environmental behavior (PEB). A qualitative case study analyzed 425 user reviews of EarthHero, a non commercial mobile app that supports climate action through personalized behavior change. The study employed a hybrid thematic approach, combining inductive coding with two theoretical frameworks: the Octalysis Framework based on Chou (2019) for motivation and the Seven Problem Domains identified by Nyström (2021) for ethical evaluation. Findings show that goal setting, challenges, and progress tracking are perceived as the most motivating features, aligning with intrinsic motivators such as autonomy and accomplishment. Users valued these features more than extrinsic rewards like points or badges. Ethical concerns from the users were minimal and the app was largely perceived as transparent and respectful. However, some critiques highlighted issues of data accuracy and contextual accessibility. The study concludes that ethical, autonomy supportive design enhances engagement and calls for future research in sustainability gamification ethics to incorporate inclusivity and contextual fit.
| Item Type: | Thesis (Master) |
|---|---|
| Name supervisor: | Zwitter, A.J. |
| Date Deposited: | 21 Jul 2025 06:11 |
| Last Modified: | 21 Jul 2025 06:11 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/706 |
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