Abstract
The present book chapter contributes to examining the intersection of gaming and sustainable marketing, focusing on how gaming strategies can be effectively used to foster consumer behavior that is environmentally friendly and engaging, and is exploring new ways to encourage consumers to adopt sustainable practices. Utilizing aspects of game technology and design to encourage and engage users, gamification has emerged as a viable strategy for inducing behavioral change in a variety of contexts. This chapter reviews the conceptual framework, foundation, and application of game theory to sustainable marketing. This chapter provides insights into effective game plans that promote sustainable consumer practices such as recycling, energy conservation, and responsible consumption. Furthermore, the chapter discusses the various challenges and ethical concerns associated with sustainable marketing games. Finally, the chapter attempts to raise awareness of how games can be used as a means to advance sustainability goals and create a more environmentally conscious society.
