This paper aims to analyze the extent to which gamification is an effective alternative
to promote the adoption of democratic pro-environmental behaviors and contribute
towards the creation of the relative organization culture. The accepted definition of
gamification for this paper is the process of enhancing a service with affordances for
gameful experiences to support users’ overall value creation. This marketing perspective approach focuses more on the effects obtained as a consequence of activating
intrinsic and extrinsic motivation through gamified systems rather than the analysis
of the characteristics of the game design elements and the incentives for its practical
and actual adaptation and utilization within organizations. Furthermore, the proposed
model is linked with the ESG criteria to further incentivize its organization’s adaptation from theory to practice. Finally, the paper indicates limitations and areas of
further research towards green ocean strategies that can maximize its applications
and impact
