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.
About the Speaker
Stefania is a Titular Associate Professor of Behavioural Economics and Departmental Research Lecturer at the Smith School of Enterprise and the Environment at the University of Oxford. She is Co-Director of the Economics of Sustainability programme at the School and at the Institute for New Economic Thinking (INET Oxford). Stefania is also an Associate Member of the Economics Department at the University of Oxford and a member of Brasenose College. She is an applied economist working at the intersection of behavioural economics, environmental economics and public policy. At the heart of her research lies a clear vision: understanding and leveraging the conditions under which small behavioural shifts can cascade into transformative societal changes. Grounded in behavioural science and economics, her work is dedicated to identifying and addressing the key behavioural barriers that hinder progress toward a sustainable and equitable future. Her approach highlights the interconnectedness of individual actions, social norms, and institutional dynamics in shaping economic outcomes. Her work employs a combination of lab, field, and online experiments, alongside surveys, observational data analysis, and Agent-Based Models.