The gamification model for motivating energy conservation behaviour
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Date
2018
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Publisher
Universiti Teknologi Malaysia
Abstract
The issue of continuous growth in energy consumption has now become the concern in the profession of facilities management, as buildings contribute to a considerable amount of energy consumption. Research shows that, energy issues are much related to human behaviour and subsequently can be improved through the promotion of better energy use behaviour. Previous researchers have suggested that university should be targeted as the starting point for energy conservation. However, the existing energy conservation behaviour fostering programs (energy saving campaigns) are unsuccessful due to lack of motivation among students. The emerging concept called Gamification, which emphasises motivating particular behaviours using game design elements in non-game context, has now been extended into environmental context. Therefore, this research aims to develop a gamification model for energy saving campaign to understand the causal relationships between game design elements and intrinsic motivation among university students on energysaving campaign. This research consists of three objectives. The first objective was to propose the game design elements and gamification model for motivating energy conservation behaviour. This was then followed by the second objective, which was to develop gamification model for motivating energy conservation behaviour; and the third objective, which was to determine the differences across the demographic profile groups on the gamification model for motivating energy conservation behaviour. The first objective was achieved through the synthesis of theories and concepts in the literature review. Whereas, the second and third objectives were achieved through questionnaire survey conducted at five research universities in Malaysia, involving 2000 respondents. The collected data were analysed using structural equation modelling with SmartPLS 2.0 software. A gamification model for energy saving campaign was developed in this research. The finding indicates that the identified nine core game design elements for implementation in energy-saving campaign were able to create intrinsic motivation among students on energy-saving campaign. Besides, significant differences could be observed for different nationality group (Malaysian and non-Malaysian) and different education level group (undergraduate and postgraduate) among the university students in Malaysia, yet no significant difference was found across gender (male and female). This study contributes to the existing knowledge of gamification by identifying the core game design elements and providing empirical evidence that gamification can motivate energy conservation behaviour
Description
Thesis (PhD. (Facilities Management))
Keywords
Gamification--Research, Energy conservation, Consumer behavior