In this hybrid research seminar on Thursday April 06, 2026 at 12:00 pm by Professor Stefania Innocenti— will present her research titled "Can combining education and entertainment in video games promote pro-environmental behaviour? ".
Abstract:
While public concern about climate change is growing, individuals often face information frictions and psychological barriers to pro-environmental behaviour. In this study, we design and test an edutainment intervention that aims at promoting more sustainable food consumption through a serious video game. Different game versions either link player actions to visual impacts on the in-game environment or to social feedback through interactions with non-player characters, or both. To evaluate the effects on real-life attitudes, knowledge, and behaviour, we conduct an online survey experiment (n = 4,034 UK adults) that embeds an incentivised grocery shopping task. Compared to subjects who played a control version without educational content, treated subjects purchase food products that are around 20% more environmentally sustainable immediately after playing the game. In a follow-up survey several weeks later, effects are still strongly significant at around 8-10%. These behavioural changes are driven both by improved knowledge about environmental impacts of food as well as an increase in pro-environmental attitudes. Effects are particularly persistent among individuals with lower baseline environmental attitudes.
The zoom link to join the seminar online can be found here. This event is open to the public; all those interested in this topic are very welcome to attend. After the presentation there will be time for questions and discussion.
For any queries related to our UNU-MERIT Seminar Series, please contact Lizeth Melissa Molina Alvarez and Karthika Baby Sujatha by sending an email to seminars@merit.unu.edu.
