Gamification och online mathandel
: ett förslag för att handla mer frukt och grönt.

Translated title of the thesis: Gamification and online grocery shopping: a proposal to buy more fruit and vegetables.
  • Harun Nasufovski

Student thesis: Bachelor


Online grocery shopping is an ever-growing service in Sweden, as more people are starting to purchase their food online. Despite this, the Swedes do not eat well since over 51% of the population is overweight or obese, which can lead to serious diseases. The inclusion of fruits and vegetables in the daily diet has proven to be the optimal way to counteract obesity and diseases. Since year 2010, the term gamification has been formed and has meant that game elements have been used in different contexts outside of games. Studies have shown that the implementation of gamification and game elements such as points, badges and leaderboards in various services has had a positive impact on learning, teaching and, above all, motivation. The purpose of the study was to investigate how gamification could motivate people to purchase more fruit and vegetables via an online grocery shopping site. The study was conducted with a high-fidelity prototype containing the game elements badges, leaderboards, avatars, points, levels and feedback and was tested on six participants who had previously purchased food online. The qualitative methods of observation and interview were used to generate the result. The study resulted in the participants experiencing increased motivation to purchase more fruit and vegetables and showed that gamification could also be implemented in online grocery shopping services.

Date of Award2019-Jul-05
Original languageSwedish
SupervisorKerstin Ådahl (Supervisor) & Kari Rönkkö (Examiner)

Educational program

  • Digital design

University credits

  • 15 HE credits

Swedish Standard Keywords

  • Information Systems, Social aspects (50804)
  • Human Computer Interaction (10204)


  • gamification
  • online grocery shopping
  • game design elements
  • motivation
  • fruit
  • vegetables
  • informatics

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