Gaming for Sustainability: Investigating Behaviour Change through Immersive Play

About the Project

As the climate emergency intensifies, the need for widespread behavioural change has never been more urgent. But how do we inspire individuals to act? While technological innovation contributes significantly to mitigation efforts, the long-term success of sustainability initiatives ultimately depends on the widespread adoption of pro-environmental behaviours at both individual and collective levels. Actions such as reducing energy consumption, minimising waste, and making sustainable lifestyle choices are essential, yet promoting such behavioural shifts remains a complex and persistent challenge. Conventional approaches, including policy interventions and public awareness campaigns, often struggle to achieve sustained impact due to cognitive overload, limited personal relevance, and resistance to habit change. This PhD project investigates the potential of gaming environments to drive sustainable behaviour change. With gaming now one of the most influential cultural mediums globally, this research explores how immersive experiences and narrative framing can shape players’ attitudes and actions toward sustainability.

From eco-anxiety to greenwashing, sustainability is at the heart of today’s social and political discourse. Yet traditional communication methods often fail to engage or motivate. Games offer a unique space where players can experiment, empathise, and act — all within richly constructed worlds. This project aligns with current debates around digital activism, environmental psychology, and the ethics of persuasive design. It asks: can games become catalysts for real-world change?

You’ll explore how different types of gaming environments — from hyper-realistic simulations to abstract, stylised worlds — influence the effectiveness of sustainability messaging. Central to the project is the concept of message framing: how narratives, goals, and consequences are presented within gameplay. Using a mix of qualitative and quantitative methods, you’ll assess player responses, behavioural outcomes, and the potential for games to foster both individual and collective climate action.

This is a project for someone who sees games not just as entertainment, but as powerful tools for transformation. You’ll be at the forefront of a growing interdisciplinary field, blending behaviour change, game studies, and design. Whether you're passionate about climate justice, digital storytelling, or behavioural science, this PhD offers the chance to shape how we engage the next generation in sustainability — one player at a time.

Academic qualifications

Have, or expect to achieve by the time of start of the studentship a first-class honours degree, or a distinction at master level, ideally in Behaviour science, Psychology or Sociology, Gaming studies, User Experience, Human-Computer Interaction.

English language requirement

IELTS score must be at least 6.5 (with not less than 6.0 in each of the four components). Other, equivalent qualifications will be accepted. Full details of the University’s policy are available online.

Essential attributes:

• Good fundamental knowledge of Behaviour change, Gaming studies, Sustainability, UX/UI
• Experience of user experience design, HCI design and/or game design & development
• Competent in user studies and behavioural based research
• Good written and oral communication skills
• Strong motivation, with evidence of independent research skills relevant to the project
• Good time management

Desirable attributes:

• Background in behaviour change intervention evaluation, games development, previous research experience

When applying click here

APPLICATION CHECKLIST

• Completed application form
• CV
• 2 academic references, using the Postgraduate Educational Reference Form (download)
• Research project outline of 2 pages (list of references excluded). The outline may provide details about:
  1. Background and motivation of the project. The motivation, explaining the importance of the project, should be supported also by relevant literature. You can also discuss the applications you expect for the project results.
  2. Research questions or objectives.
  3. Methodology: types of data to be used, approach to data collection, and data analysis methods.
  4. List of references.

The outline must be created solely by the applicant. Supervisors can only offer general discussions about the project idea without providing any additional support.

• Statement no longer than 1 page describing your motivations and fit with the project.
• Evidence of proficiency in English (if appropriate)

To be considered, the application must use

• the advertised title as project title

For informal enquiries about this PhD project, please contact Dr Ashley Morton - A.Morton@napier.ac.uk