Contribution Research-in-Progress Paper
21 - Sustainably Digital
The Effects of Gamification on Driver Behavior: An Example from a Free Float Carsharing Service
It has been argued that information systems have the potential to support the pursuit of becoming more environmentally sustainable. The majority of studies in green IS has been focused on investigating the organizational level. Accordingly, the proportion of studies pertaining to green IS used by individuals in comparison has been neglected and only recently garnered more interest in research. Thus, to add to this increasing interest field, our research aims at expanding the knowledge of green IS on an individual’s level by examining how a gamified information system can change customers’ behavior towards an improved level of personal environmental sustainability. More specifically we are proposing an international field experiment in cooperation with a leading carsharing service to study whether the application of gamification during car rides can lead to effects which decrease CO2 emission caused by driving behavior of individual drivers. Furthermore, we suggest the application of Self-Determination Theory to explain behavioral change induced by gamification.