Abstract
To plan a persuasive environmental campaign, it is important to tell consumers environmental messages in an engaging manner, to encourage user participation. To explore the effective approaches to storytelling for environmental innovation, this study analyzes how varying interaction modes based on the interactivity levels of user participation framework influence people’s response to an environmental mission such as planting trees. This research has developed and employed various forms of interactive contents, such as problem-solving, mission-driven games to increase consumer awareness and induce pro-environmental actions. This research first reviews previous studies on game approaches and storytelling for environmental issues. It then explores how the different levels of interactive storytelling with the game content types induce consumer responses to a green product purchase or environmental protection campaign donation. Practical implications of environmental storytelling approaches and the use of interactive game content are also discussed.
Highlights
Today, consumers are increasingly aware of environmental issues and possess high levels of environmental concern [1]
We examine more effective ways of environmental storytelling at advanced levels in this research below
This research analyzed the role of storytelling in environmental innovation, and consisted of a series of studies to examine how environment-themed arts, gamified contents, and well-constructed environmental challenge games influence people’s awareness and attitude toward environmental conservation activities
Summary
Consumers are increasingly aware of environmental issues and possess high levels of environmental concern [1]. Many opt for pro-environmental behavior; for example, according to a recent study, more concerned consumers would pay more for environmentally friendly products and services [2]. Such consumers with high environmental awareness tend to purchase green products more often [3]. Plastic pollution and non-combustible waste have been increasing continually. Some plastic wastes from the eastern coast of Asia even float around and travel all the way to the Pacific islands. The amount of waste dumped without being recycled has reached a level that poses a serious threat to the global ecological system [6]
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