Gamification och e-handel
: Hur kan användare motiveras till att handla mer ekologiska livsmedel?

Translated title of the thesis: Gamification and E-Commerce: How Can Users Get Motivated to Purchase More Organic Food?
  • Anton Hansson
  • Louise von Zweigbergk

Student thesis: Bachelor


As the earth's climate is expected to become warmer every year, it is important that people make environmentally friendly choices, including when it comes to individual food purchases. With the growth of e-commerce and the use of gamification, digital design users can be motivated to make environmentally friendly food choices, such as shopping for more organic foods when shopping online. This paper has examined how gamification can be used in e-commerce for the grocery stores to make their users more motivated to choose organic foods over the non-organic alternatives. Through the method concept-driven design research, a concept was developed of a prototype e-commerce website that was tested on 12 external participants through user tests that then was followed up by semi-structured interviews. The concept was designed for an web interface with focus on two gamification systems, Eko-jakten and Eko-badges. These systems contained the gamification elements such as leaderboards, badges, points and levels. The two systems were supported by persuasive messages to motivate users to use the gamification systems. The results of the studies showed that users in e-commerce for grocery stores have a positive attitude towards gamification systems that are used for the purpose of motivating them to choose organic food. However, the study showed that it is not possible to completely exclude the money aspect of food when designing a gamification system to get users motivated to choose organic food. However, according to the results of the studies, gamification can possibly be used to reduce that barrier if the reward of using a gamification system results in money such as a discount check.
Date of Award2022-Jun
Original languageSwedish
SupervisorMårten Pettersson (Supervisor) & Kerstin Ådahl (Examiner)

Educational program

  • Digital design

Courses and Subjects

  • Informatics

University credits

  • 15 HE credits

Swedish Standard Keywords

  • Information Systems (10202)


  • Gamification
  • e-commerce
  • user behavior
  • organic food
  • motivation i matematik

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