Eco-Gamification Platform to Promote Consumers’ Engagement in the Textile and Clothing Circular Value Chain

Abstract

The textile and clothing (T&C) value chain is one of the most polluting in the world and one that produces the most waste. It is, therefore, important to encourage the circular economy (CE) model in this sector to reduce pollution, mitigate the effects of waste production, and, consequently, increase environmental sustainability. Leveraging end-consumer engagement in a CE mindset in the T&C sector is crucial, as they are the last player in a typical linear value chain. Therefore, a platform that supports and promotes sustainable tasks to manage one’s fashion products, through the use of gamification techniques, can be of utmost importance. In this article, we identify impactful carbon footprint consumer actions and solutions for the T&C consumer phase. After that, we survey gamification frameworks for analyzing techniques, at the system design level, which enable the engagement of the final consumer in the CE process. Then, we select and use one of such frameworks, Gameful Design Heuristics (GDH), for defining the gamification structure needed to implement on a business-to-consumer-to-consumer (B2C2C) context of a circular economy process, linking it to the aforementioned actions and solutions. As result, we present a B2C2C circular business process model for the T&C value chain and propose the design model of a gamified platform for the final consumers, which allows them to register the consumer-to-business (C2B) and consumer-to-consumer (C2C) activities, from the circular value chain’s business process, and benefit from a game-like experience. All the model features have been mapped to the GDH framework heuristics, validating that it is possible to support a set of defined heuristics of applied gamification for promoting CE in the T&C value chain.