Enhancing Sustainable Fashion Awareness through A Game Skin Acquisition Model

Abstract

This study explores the unique potential of gaming to raise awareness about the environmental impact of the fashion industry. We investigate how game skin acquisition influences players’ learning of sustainability concepts related to clothing. The experiment compares two game skin acquisition models: traditional and proposed. The proposed model uses the water footprint of real clothing as the pricing strategy, while the traditional model uses a fixed gold price for each skin. Results show that the proposed model increases player attitude toward general sustainable issues. The game experience is not negatively affected by the proposed game skin acquisition model. Tangential learning about water consumption in clothing production occurs more frequently in the proposed model, highlighting its educational potential. Our proposed game skin acquisition model offers an engaging experience with a focus on a positive change in attitudes. If widely adopted, this model is expected to influence social norms around consumption, promoting behavioural shifts within the gaming community and beyond.