Zusammenfassung
Der wachsende gesellschaftliche Druck ökologische Nachhaltigkeit zu thematisieren und priorisieren, wirkt sich immer stärker auf Unternehmen aus. Diese stehen vor der Herausforderung, umweltfreundliche Maßnahmen zu etablieren und den ökologischen Fußabdruck zu minimieren. Das individuelle Verhalten der Mitarbeiter und Mitarbeiterinnen spielt dabei eine wichtige Rolle. Deren Motivation ist jedoch häufig gering, da sich die meisten Arbeitnehmer und Arbeitnehmerinnen nicht für die Umweltleistung des Unternehmens verantwortlich fühlen. Aus diesem Grund untersucht diese Arbeit das Potenzial einer gamifizierten Applikation zur Motivation nachhaltiger Verhaltensänderungen innerhalb eines Unternehmens. Es wird ein grundlegendes Verständnis für die Möglichkeiten des Einsatzes von Gamification-Applikationen vermittelt, wofür umweltschonende Maßnahmen am Arbeitsplatz beispielhaft aus der Literatur herausgearbeitet werden. Um eine fundierte und zielführende Auswahl von Gamification-Elementen zu treffen, wird das Gamification-Design-Framework von Werbach und Hunter verwendet. Insgesamt werden acht Gamification-Elemente ausgewählt, in einem Prototyp umgesetzt und deren Potenzial anhand der beispielhaften umweltschonenden Maßnahmen evaluiert. Das Ziel der Evaluation ist es, eine Empfehlung für den Einsatz der einzelnen Gamification-Elemente auszusprechen, um umweltbewusstes Verhalten zu fördern. Indem Implikationen für die Theorie als auch für die Praxis abgeleitet werden, können sich Unternehmen bei der Einführung einer solchen Applikation an dieser Arbeit orientieren und Forscher und Forscherinnen weitere Arbeiten auf den Ergebnissen aufbauen.
Abstract
The growing pressure from society to behave in a more environmentally friendly manner and to pay attention to ecological sustainability is having an increasing impact on companies. They face the challenge of minimizing their ecological footprint, which depends largely on the individual behavior of their employees. However, since many employees do not feel responsible for the environmental impact of their company, their motivation to behave in an environmentally conscious manner is low. This paper examines the potential of a gamified application that recognizes and rewards sustainable actions. Therefore, the important concepts of gamification are discussed and environmentally friendly actions at the workplace identified. In order to select suitable gamification elements and thereby increase the motivation of the employees, the framework of Werbach and Hunter is used. Eight gamification elements were selected and implemented within a prototype. The evaluation of the prototype implied the rating of the individual elements in the described context. This allowed conclusions to be drawn about their suitability and their potential for increasing pro environmental behavior. Implications for both theory and practice are derived. Companies can use this work as a guide when developing such an application and researchers can build on the results of this work in further research.
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Henn, F., Kluge, S. Play it Green! – Konzeptionelle Entwicklung und Design eines Gamification Prototyps zur Motivation von umweltbewusstem Verhalten innerhalb eines Unternehmens. HMD 58, 134–154 (2021). https://doi.org/10.1365/s40702-020-00678-9
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DOI: https://doi.org/10.1365/s40702-020-00678-9