Motivating Sustainability Through Gamification: Expert Opinions on Inspiring Pro-Environmental Actions

The purpose of this master’s thesis is to examine whether gamification could motivate and amplify pro-environmental actions on an individual level. The study was conducted with focus interviews with experts in relevant fields of gamification and sustainability, and employees in relevant positions. The studied phenomenon was researched through the use of a gamified concept of a carbon footprint calculator. The Sitoumus2050 service and the Lifestyle test included in the service were chosen as a reference case for the study. To activate and clarify the interviewees’ understanding of gamification, a concept version of a gamified Sitoumus2050 service was designed and created as a tool to aid with the interviews. The gathered data was analysed thematically. The results indicate that implementing gamification on a carbon footprint calculator service would plausibly, through users’ increased willingness to use and return to the service, inspire users to increase the amount of pro-environmental actions in their everyday life