• DR. RICHA DARSHAN
• DR. PRASHANT SAROTHIYA

Abstract Sustainability has evolved from being a peripheral concern to a global necessity. Despite growing awareness, eco-friendly buying behavior among consumers remains inconsistent, hindered by barriers such as cost, convenience, and trust deficits. Gamification—defined as the application of game mechanics such as points, challenges, leaderboards, and badges in non-game contexts—offers a novel solution to bridge this intention–behavior gap. By making eco-friendly actions enjoyable and rewarding, gamified systems can motivate sustainable purchasing. This study investigates the role of gamified sustainability in influencing eco-friendly buying among 100 consumers in Indore, India. Using a structured survey, percentage-based analysis was conducted to explore awareness, adoption, preferences, and barriers to gamified reward systems. Findings indicate that 72% of respondents are positively influenced by gamified rewards, with loyalty points (40%) and instant discounts (32%) identified as the most effective motivators. Younger consumers (18–35 years) preferred challenges, streaks, and recognition-based badges, while older cohorts favored direct monetary benefits. However, barriers such as greenwashing skepticism (41%) and data privacy concerns (32%) remain significant. The study contributes to sustainability and consumer behavior literature by offering empirical evidence from an Indian tier-two city context. A G.A.M.E.S. framework (Goals, Accounting, Mechanics, Evidence, Safeguards) is proposed to guide ethical and effective design of gamified sustainability programs. Managerial implications suggest the adoption of hybrid reward systems, transparent eco-claims, localized campaigns, and cross-sector collaborations. The results highlight gamification’s potential as a powerful tool to align consumer motivations with environmental objectives.

Keywords: Gamification, Sustainability, Eco-friendly Buying, Reward Systems, Consumer Behavior, Indore

"Gamified Sustainability: Encouraging Eco-Friendly Buying Through Reward-Based Systems – Evidence from Indore Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.e365-e369, August-2025, Available :http://www.jetir.org/papers/JETIR2508452.pdf

"Gamified Sustainability: Encouraging Eco-Friendly Buying Through Reward-Based Systems – Evidence from Indore Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. ppe365-e369, August-2025, Available at : http://www.jetir.org/papers/JETIR2508452.pdf