Fabian Bellaard | The Green Game: Strategies for Gamifying a Sustainable Food system

Fabian Bellaard | The Green Game: Strategies for Gamifying a Sustainable Food system
Title of the overarching project: Horizon: FOODMISSION | Erasmus University – ESHCC | Promotor/supervisor: Julia Kneer. Teresa De La Hera | January 2025 – January 2029 | Bellaard[at]eshcc.eur.nl

This research aims to examine how gamification can enhance informed decision-making among consumers to foster sustainable food behaviors. Since 2020, one of the key priorities stated in the European Green Deal is developing a healthy and sustainable food system (European Commission 2020). Despite many initiatives already happening, the ‘farm to fork’ strategy still recognizes hurdles in our food consumption that are impacting both our health and environment. It recognizes the importance of empowering consumers to make informed, healthy, and sustainable food choices while reducing food loss and waste. Additionally, it emphasizes that promoting sustainable food consumption and encouraging the transition to healthy, sustainable diets are crucial drivers in accelerating the shift toward a more sustainable food system.

Research on food system transitions has mainly focused on industrial and public actors rather than citizens (Huttunen et al. 2022). While studies exist on consumer sustainability choices (Maehle et al. 2015; Maehle, 2020), a deeper, dynamic understanding of how food behaviors change or persist over time is needed. Longitudinal studies with real-life data are crucial, as traditional data sources are static and outdated. Innovative, rich data collection, such as self-reported citizen data can help monitor changes (Phillips et al. 2019). Following the suggestions of the farm-to-fork strategy, this study focuses on: How can gamification strategies effectively drive behavioral change towards healthier and more sustainable food choices?

European Commission. (2020). A Farm to Fork Strategy for a Fair, Healthy and Environmentally-Friendly Food System. COM(2020) 381 Final. Brussels: European Commission. EUR-Lex – 52020DC0381 – EN – EUR-Lex [assessed 28-03-25]

Huttunen, S., Ojanen, M., Ott, A., & Saarikoski, H. (2022). What about citizens? A literature review of citizen engagement in sustainability transitions research. Energy Research & Social Science, 91, 102714.

Maehle, N., Iversen, N., Hem, L., & Otnes, C. (2015). Exploring consumers’ preferences for different product attributes for hedonic and utilitarian foods. British Food Journal, 117(12), 3039-3063. Maehle, N. (2020). Sustainable brewing practices in Norway: Using local ingredients and traditional brewing techniques. Case Studies in the Beer Sector. Series: Consumer Science and Strategic Marketing. Elsevier, 239- 252.

Phillips, T. B., Ballard, H. L., Lewenstein, B. V., & Bonney, R. (2019). Engagement in science through citizen science: Moving beyond data collection. Science Education, 103(3), 665-690.