Author(s): Ujjal Mukherjee
Global giants like Nike, Volkswagen, and Lyft have shown how gamification communicates sustainability efforts, signaling a shift towards the next-gen business ecosystem. Scholarly research on gamification's potential in promoting sustainable marketing is still emerging. This paper aims to investigate the connection and processes for using gamification in sustainable marketing communication. The author reviews the scarce literature on gamification and sustainable marketing, revealing a lack of focus and contrasting findings. Some scholars see a positive impact of gamification on sustainability, while others find no such influence. To develop a theoretical framework explaining this phenomenon, the authors employed various theories like Self-Determination Theory, Cognitive Evaluation Theory, and Operant Conditioning Theory to elucidate gamification's impact on user attitudes and behaviors in sustainability. Challenges in conveying sustainability values and fostering long-term behavior change are emphasized. The paper defines a research agenda that integrates gamification with emerging technologies, advancing theoretical understanding in this field. It offers actionable insights for practitioners and draws from marketing, psychology, and environmental studies to inspire future research across disciplines, enriching our grasp of how gamification can drive positive environmental and societal outcomes.