Application of Gamification in Agriculture

Authors:

Pages: 58-67
DOI: https://doi.org/10.54664/EGOK3707

Abstract:

Over the past year, consumers’ shopping habits have changed under the impact of the COVID-19 pandemic, and this has inflicted – and continues to inflict – irreparable damage to businesses, including small agricultural producers. Most vulnerable in the sector are the groups of producers of fresh fruit, vegetables, herbs, spices, etc. Some of them have realized that they are in urgent need of adopting a new approach to their customers and product selling channels. Gamification is a new layer that can be added to the marketing business strategy to increase the loyalty of existing customers and attract new ones. This text provides a brief overview of the current situation in Bulgaria, the problems producers are facing, and the potential alternative solutions for changing consumer behaviour that can help farmers save their means of livelihood.

Keywords:

gamification; agriculture; producer difficulties; motivation; shopping tendencies

Download

NA