Playing with trash: How gamification fostered the early adoption of zero-waste practices

We have only a limited understanding of the micro-level interactions that enable individuals to overcome the social and technical challenges associated with adopting socially beneficial practices. This article explores this question by zooming in on a case in which gamification mechanisms foster such adoption over the long term. Drawing on an abductive analysis of longitudinal qualitative data—including interviews, observations, and secondary sources—we examine how local authorities in France leveraged gamification to encourage households to adopt innovative waste management practices. Our findings identify three social mechanisms—affiliation with the group of adopters, insulation from pushback, and extension of the gamified experience. Through those mechanisms, gamification not only facilitates adoption but also transforms sympathizers into committed advocates, reinforcing engagement over time. These findings contribute to the literature on practice adoption and social dynamics by demonstrating how gamification sustains early adopters’ long-term engagement with practices that require overcoming technical complexity and social adversity. In addition, the analysis advances the gamification literature by offering a processual perspective on the social mechanisms that drive the long-term impact of gamification.