Gamification is often hailed as the way to engage consumers and increase sales.

There is some doubt whether gamification is an effective way to change all types of consumption.

Additional variables affect the success of gamification in encouraging sustainable consumption.

Even if you are not familiar with the word "gamification," the likelihood is that you have come across it when you are shopping.

It is particularly common for online shopping. Sites like ASOS and Temu use virtual spin-to-win wheels. Sephora uses pop-in progress bars to indicate how much more a shopper needs to spend before unlocking free shipping or deluxe beauty samples. And Starbucks features a visible progress bar of accumulated stars (points) to nudge shoppers to add one or two more purchases to hit their reward milestones.

Basically, gamification is when shopping environments make use of game-like mechanics in non-game contexts. Some say it makes the buying........

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