Towards an Eco-Gamiﬁcation Platform to Engage Consumers in the

Textile & Clothing Circular Economy

Estrela F. Cruz

1,2 a

, David Braga

, Diogo Assunc¸

, Pedro M. Faria

1 b

and A. M. Rosado da Cruz

1,2 c

ADiT-LAB, Instituto Polit

ecnico de Viana do Castelo, 4900-348 Viana do Castelo, Portugal

ALGORITMI Research Lab, Universidade do Minho, Guimar

aes, Portugal

Keywords:

Eco-Gamiﬁcation, Sustainability, Textile and Clothing, Circular Economy.

Abstract:

Nowadays people are buying too many clothes. This results in the overexploitation of the Earth’s natural

resources and an increase in waste that is not sustainable. It is necessary to consume fewer new resources, and

alternatively reuse more, repair if necessary, share and donate more, and at the end of the garment life it is

necessary to transform it to be used as raw material in the creation of new products and in this way contribute

to the circular economy. This article proposes the creation of a gamiﬁed platform that engages consumers,

brands and other participants in more sustainable practices at the same time that helps consumers to manage

their clothing closet. It also allows consumers to manage other closets, such as their children’s closet or their

home textiles. The main goal is to encourage consumers to adopt more sustainable practices with regard to

clothing and home textiles. The proposed platform allows to share and donate clothes through the creation of

sharing/donation groups. The main objective is to contribute to the transition of the textile and clothing sector

towards the circular economy, making it a more sustainable sector.

1 INTRODUCTION

Today’s society, especially in developed countries, is

too consumerist. This excessive consumption is lead-

ing to the depletion of the planet’s natural resources

and a huge increase in waste with harmful effects on

soil, water and air. This trend must be reversed. It

is necessary to reduce the consumption of new re-

sources, replacing them with recycled materials, and

prolonging the life of products in use.

The European Union, aware of the problem, has

created directives for the management of textile waste

and the reintroduction of ﬁbers into the textile indus-

try’s value chain, encouraging the circular economy

(Chioatto and Sospiro, 2023)

.c Moreover, the Eu-

ropean Union has identiﬁed the textile and clothing

sector as a priority sector to move towards the circu-

lar economy (Vercalsteren et al., 2019).

The circular economy is seen as one of the most

promising strategies to reduce the environmental im-

pact of the textile industry (Gillabel et al., 2021). For

https://orcid.org/0000-0001-6426-9939

https://orcid.org/0000-0001-5673-8678

https://orcid.org/0000-0003-3883-1160

https://eur-lex.europa.eu/legal-

content/EN/TXT/PDF/?uri=CELEX:32018L0851

the circular economy to become a reality, it is nec-

essary the participation and commitment of everyone

involved in the value chain: governments, clothing

designers, manufacturers, distributors, and consumers

(Alves et al., 2023; Cruz and Rosado da Cruz, 2023;

Vercalsteren et al., 2019). In fact, the end consumer

plays a very important role in the circular economy.

End consumers’ decisions can lead them to purchase

products with a lower environmental impact, imple-

ment a set of good environmentally friendly practices

that extend the useful life of products in use, and inﬂu-

ence other participants in the value chain through their

good choices, among other results (Cruz and Rosado

da Cruz, 2023).

Examples of the environmentally friendly prac-

tices that consumers can adopt are buying less and

prolonging the life of clothes, by using a piece of

clothing more often, making repairs, sharing, do-

nating, renting or selling and buying second-hand

clothes. Also, when a garment is no longer wearable,

it can be sent for recycling so that it can be trans-

formed into raw materials again, closing the CE loop

(Gillabel et al., 2021; Cruz and Rosado da Cruz, 2023;

Vercalsteren et al., 2019). Consumers can also choose

to buy more environmentally friendly, or socially fair,

clothes. To achieve this, consumers have to trust

brands and this implies that brands implement trace-

296

Cruz, E., Braga, D., Assunção, D., Faria, P. and Rosado da Cruz, A.

Towards an Eco-Gamiﬁcation Platform to Engage Consumers in the Textile & Clothing Circular Economy.

DOI: 10.5220/0012733300003690

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 26th International Conference on Enterprise Information Systems (ICEIS 2024) - Volume 2, pages 296-304

ISBN: 978-989-758-692-7; ISSN: 2184-4992

ability and transparency throughout the value chain.

The use of a Digital Product Passport, with a sus-

tainability index label that is easy to understand by

all consumers, containing a classiﬁcation and/or sum-

mary information of the social and environmental im-

pact of clothing production, is essential to empower

consumers for good/sustainable decisions and prac-

tices (Alves et al., 2022; Alves et al., 2024; Williams

et al., 2023).

This article focuses on the end consumer. The

goal is to encourage the end consumer to adopt more

sustainable practices and, for that, we are proposing

the creation and implementation of a gamiﬁed plat-

form.

Gamiﬁcation is a term that consists of applying

certain fun and engaging elements, which are usu-

ally found in games, to a non-game context (Deter-

ding et al., 2011). The concept of gamiﬁcation comes

from the gaming industry due to its ability to bring en-

tertainment and positive experiences to human beings

(Deterding, 2015). As conclude in (Cruz and Rosado

da Cruz, 2023) gamiﬁcation is a strategy that can ef-

fectively be used to challenge and involve citizens in

the context of the circular economy and sustainability.

“Eco-gamiﬁcation” or “green gamiﬁcation” is a

concept speciﬁcally aimed at encouraging more en-

vironmentally friendly behaviors. Basically, “Eco-

gamiﬁcation” consists in applying gamiﬁcation ele-

ments with the aim of rewarding the user/consumer

when they perform good environmental actions.

“Eco-gamiﬁcation” makes the user/consumer partici-

pation in the CE more fun and rewarding (Md Nor and

Azhar, 2017). “Eco-games” promote environmen-

tally sustainable behaviors by challenging the players

to perform real-life tasks that contribute to reducing

the environmental impact on the planet (Md Nor and

Azhar, 2017).

In this article we are proposing the creation of a

platform that uses gamiﬁcation elements to involve

the consumer in a set of more sustainable and envi-

ronmentally friendly practices with regard to cloth-

ing/home textiles. At the same time, the proposed

platform helps the consumer to manage not only their

clothes closet, but also allows them to manage other

closets, such as those of their children or their home

(home textiles). The proposed platform also allows to

share and donate clothes through the creation of shar-

ing/donation groups.

This project emerged as a continuation of the

project presented in (Alves et al., 2024) where the

need to involve the consumer in the circular economy

emerged in order to close the CE loop.

The rest of this article is structured as follows:

Section 2 presents a background review of platforms

that try to encourage consumers to be more sustain-

able. Section 3 covers our proposed solution for the

Eco-gamiﬁcation platform. Finally, section 4 dis-

cusses results and presents conclusions and ideas for

future work.

2 BACKGROUND REVIEW

A systematic literature review on digital strate-

gies/tools for consumer engagement in sustainability

and circular economy in the T&C value chain, has

been previously carried out by some of this paper’s

authors in the context of the same project (Cruz and

Rosado da Cruz, 2023). The main objective of the

project is to contribute to the transition of the tex-

tile and clothing sector towards the circular economy,

making it a more sustainable sector.

2.1 Sustainability in Textile & Clothes

Numerous authors discuss sustainability and circular

economy within the textile and clothing sector, and

how the end consumer may be more involved in the

process. In (Cruz and Rosado da Cruz, 2023) the

authors have studied digital solutions for engaging

end-consumers in that process, and have found exam-

ples of solutions for enticing end consumers to buy

less, purchase environmentally and socially sustain-

able clothing, develop a pro-environmental consumer

self-identity, engage in collaborative economy, re-

pair/maintain clothes, either by themselves or through

maintenance services’ companies, and giving con-

sumers information about the traceability and sus-

tainability of every garment or textile item, increas-

ing the process transparency. Besides these con-

sumer empowering solutions for engaging into CE

and sustainable practices, other solutions were more

organization-oriented and targeted at Brands’ market-

ing and educational activities towards sustainability

and the Circular Economy.

Examples of solutions for some of these pur-

poses are those presented in (Pe

na-Vinces et al., 2020;

Shang and Wu, 2022), which aim to extend the life of

clothes, by sharing, renting or donating clothes. The

authors in (Pe

na-Vinces et al., 2020) propose a plat-

form for selling children’s clothing. Children grow

quickly, so clothes are only usable for a short period

of time causing a lot of waste. Promoting clothes

reuse, by reselling or donating them, is an important

way of prolonging the useful lifetime of clothes.

In (Alves et al., 2024) the authors describe a

project whose objective is to implement traceability

of the value chain of the textile and clothing industry

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297

in order to increase transparency in all supply chain.

In this project, information is collected and stored

to calculate the sustainability impact of a garment or

home textile.

2.2 Eco-Gamiﬁcation Platforms

There are several proposals for the creation of

gamiﬁcation platforms. Contributing to the eco-

gamiﬁcation discourse in the context of T&C, Kol-

stad et al., (2017) proposed a platform to automati-

cally manage a clothes closet. In the proposed solu-

tion, all pieces of clothing are labeled with an RFID

(Radio Frequency IDentiﬁcation) tag, thus allowing

these pieces of clothing to be tracked (Kolstad et al.,

2017). The same authors, in (Kolstad et al., 2018),

propose an extension to this solution where a recom-

mender system proposes clothes, which has not been

used for a long time, for recycling.

In the context of the circular economy of the tex-

tile and clothing industry, in (Alves et al., 2023) the

authors propose an gamiﬁed platform for the ﬁnal

consumers in order to register and track all activities

related to clothes. The proposed platform is designed

according to the GDH (Gameful Design Heuristics)

framework heuristics.

In (Md Nor and Azhar, 2017) the authors pro-

pose and report a project that uses gamiﬁcation tech-

niques to encourage students at UiTM Perlis to be-

have more environmentally friendly and reduce their

carbon emissions. Following similar ideas, Gustafs-

son et al., (2009) propose a game, developed in Swe-

den, to encourage teenagers and their families to re-

duce energy consumption at home (Gustafsson et al.,

2009).

There are several platform proposals that use gam-

iﬁcation strategies to encourage the use of public

transport, as is the case of (Kazhamiakin et al., 2021)

and (Cardoso et al., 2020). The platform proposed in

(Kazhamiakin et al., 2021), in addition to encouraging

citizens to use public transport, also helps transport

service administrators in making decisions to better

satisfy consumers. In (Cardoso et al., 2020), the au-

thors propose a platform to encourage residents and

tourists on the island of Madeira to use public trans-

port.

Other authors have proposed gamiﬁed platforms

to encourage consumers to recycle more, as is the case

of (Hamberg et al., 2016) and (Briones et al., 2018).

In (Hamberg et al., 2016), the authors present a game,

developed in Sweden, to “engage” consumers in recy-

cling. In (Briones et al., 2018), the authors present a

study carried out in the city of Zaragoza, Spain, with

the aim of evaluating a prototype of a mobile applica-

tion (eco-gamiﬁed), to encourage citizens to recycle

more. The result was an increase in citizen participa-

tion by 32.2% and an increase in recycled waste by

17.2%.

3 THE PROPOSED PLATFORM

In this section, the main requirements for the pro-

posed platform are presented, as well as the main

models produced when designing the platform. The

proposed platform aims to incentivize the user, i.e.

the end-consumer, to engage into good practices to-

wards CE in the T&C value chain, as identiﬁed in

section 2.1.

3.1 Gamiﬁcation Elements

The gamiﬁcation elements have been selected accord-

ing to the Gameful Design Heuristics, identiﬁed in

(Alves et al., 2023). The article (Alves et al., 2023)

has been published within the scope of the same

project and three of authors are the same in both arti-

cles. The set of good practices that the consumer can

execute may be grouped into three phases:

• Before buying, that is, when the consumer makes

a decision about what to buy. The consumer can

choose to buy more sustainable products (that is

more environmentally friendly or more socially

fair products); The consumer can choose to buy

second hand; etc.

• During possession/use, that is, while the item is in

the consumer’s possession, the consumer should

act to extend the useful lifetime of the product,

by reusing it as many times as possible; main-

tain the clothes, by applying more environmen-

tally friendly actions (e.g. cold washing, air dry-

ing, etc.); and, repair garments if necessary, ex-

tending their lifetime.

• After useful lifetime, that is, when the consumer

stops using the clothes, if the clothes are already

at the end of their life, they must be sent to be

recycled, and thus contribute to the circular econ-

omy. If the clothes are still in good condition, the

consumer can donate, rent or sell them.

The platform encourages the adoption of the good

practices mentioned above, through the use of gami-

ﬁcation elements.

3.1.1 Scoring

Each action that the user registers on the platform, re-

ceives a score. There are three types of scores:

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• Eco-Score - These points are used to calculate a

garment and the user’s sustainability index. The

user can also increase eco-score points by play-

ing educational games about environmental sus-

tainability, included in the application.

• Sustainability Points (SP) - These points can be

exchanged for vouchers or other beneﬁts proposed

by sponsors.

• Experience points (XP) (or loyalty points) - These

are points used to encourage the user to use the

platform. These points increase whenever the user

registers actions on the platform. The quantity of

points decrease if the user does not use the appli-

cation for more than a certain number of days.

All types of points are used to obtain medals. Eco-

Score, or eScore, can be deﬁned as an environmental

score, or classiﬁcation, that allows knowing and com-

paring the environmental impact of the products and

of the user’s actions.

Table 1 summarizes the set of actions, and the cor-

responding game points, that can be taken by the con-

sumer and recorded on the proposed platform.

Table 1: Scoring consumer actions.

Operation/Activity XP SP Eco-Score

0 or Garment

Eco-Score (from the

traceability platform’s

sustainability index)

Wear garment 5 5 8

Cold Wash 2 2 0

Warm Wash 1 1 -2

Dry clean 1 0 -3

Air dry 2 2 0

Tumble dry 1 1 -1

Ironing 1 1 -1

Repair 3 3 2

Swap 3 2 2

Sell 3 2 2

Donate 3 2 2

Send for recycling 2 2 1

Send to trash 1 -2 -5

3.1.2 The Game Levels

The XP are added to a level bar allowing the user to

advance to new game levels. As the gamer moves up

the game levels, new educational games are unlocked

and the player may be awarded new medals.

3.1.3 The medal system

There is a set of medals that are awarded as the user

achieves certain achievements. Some of the proposed

achievements and corresponding medals are shown in

Table 2.

Table 2: Example of achievements and medals.

ID Achievement

W1 Wearing the same garment 50 times

W2 Wearing the same garment 100 times

W3 Wearing the same garment 200 times

D1 First Donation

D2 Donate 10 garments

Sh1 share the ﬁrst garment

Sh2 share 10 garments

S1 Sold the ﬁrst garment

S2 Sold 10 garments

R2 Sent 25 items for recycling

C1 Created the ﬁrst sharing group

3.2 Platform Requirements and

Engineering

The platform’s objectives are targeted at encouraging

consumers to be more environmentally friendly and

engage in CE, while buying, owning and using, and

discarding of clothes or other textile items. Thus, the

platform’s requirements can be grouped into several

categories: some are aimed at consuming less; others

are oriented towards carrying out more environmen-

tally friendly activities; others to share more clothes;

and, others to send clothes for recycling in order to be

used for creating raw materials and enter the circular

economy.

Figure 1 represents a UML (Uniﬁed Modeling

Language) use case model, which models the require-

ments from the point of view of the consumer actor.

The consumer is the main participant in the game,

who, in addition to performing the tasks identiﬁed in

the table 1, can create and participate in clothing shar-

ing groups. The consumer can also play educational

games.

In addition to the consumer, there are other partic-

ipants in the game to make it more real and advanta-

geous. So, the platform involve other actors like:

• Service Provider: which can be a clothing repair

and maintenance company. Service Providers can

record maintenance actions for a garment.

• Brands: which represents a clothing brand; In ad-

dition to being able to register the reception of a

piece of clothing to repair, recycle, sell second-

hand, Brands can create vouchers and exchange

them for points.

• Recycling companies: that can register the recep-

tion of a piece of clothing for recycling.

• Sponsors: Sponsors can be local institutions such

as city councils, zoos, etc. who will be able to pro-

mote events on the platform and, in return, offer

vouchers in exchange for points. For example, a

city council could promote an event, such as a half

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Figure 1: Use case Model for the proposed platform - Consumer.

marathon or nature walk, on the platform and, in

return, offer free entry in exchange for points.

All of these actors are able to create and publish

vouchers to be exchange for SP and may use the plat-

form to publicize events related to sustainability.

In short, the platform allows consumers to:

• Create and manage their own proﬁle and can cre-

ate other proﬁles to manage other clothing closets,

e.g. to manage a child’s clothes or to manage the

household clothes.

• For a proﬁle, the platform allows to register a

garment; record the use of a garment; record the

maintenance of a garment (washing; drying; iron-

ing, etc.); record a garment repair or refurb;

• Create an outﬁt sharing group; Invite friends to

the group; Put an outﬁt in a sharing group; etc.

• View points and medals;

• Exchange points for services;

• Consult statistics such as the most worn garment,

average number of times the garments are used,

etc.;

There are two types of groups: private and public.

Anyone can belong and participate in public groups,

while private groups are only open for participation

by users invited by the group creator.

The proposed platform aims to be used by con-

sumers of all ages and genders, so it also includes the

possibility of “give a proﬁle independence”, for when

a child is old enough and wants to manage their own

clothes closet.

In order to improve the usability of the applica-

tion, the concept of a laundry basket (for washing,

ironing, etc.) was created, where the user can add

several items and register the maintenance service for

all of them at once. The platform allows Service

Providers and Brands to register/conﬁrm the repair of

a garment; record/conﬁrm the maintenance of a gar-

ment; create and promote Services/Events/Vouchers

to be exchanged for points; exchange points for ser-

vices. Some Brands provide containers for collecting

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Figure 2: Data Model for the proposed platform, focusing on the end consumer relevant data entities.

items for recycling. Brands and Recycling Compa-

nies are able to register the reception of a garment

for recycling. Figure 2 represents the data model for

the proposed platform. As can be seen in the model,

a user proﬁle has several clothes or clothing items.

Each clothe has a brand and a main color. A user

may create a bucket for aggregating clothes for any

purpose, such as for laundry, grouping together for us-

ing, or donating. A user proﬁle may also create users’

groups, and invite other user proﬁles to be a group

member. Group members may share text messages

(groups text members) with the group (refer to Figure

2). A user proﬁle may register activities they make on

their the clothes, including the use of clothes in each

day (daily use activities), and maintenance activities

(maintenance activities).

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3.3 Platform Architecture

Figure 3 depicts the architecture model of the pro-

posed gamiﬁcation software platform.

Figure 3: Architecture proposal for the platform.

This architecture comprises two components:

• Backend: The backend is responsible for process-

ing requests from the frontend, managing data

storage and retrieval, and handling business logic.

It consists of two main parts:

– API: The API is a set of rules and protocols

that deﬁne how the frontend can interact with

the backend. In this architecture, the API is

built using ASP.NET Core, a cross-platform,

open-source framework for building Web appli-

cations and services. The API is designed to be

RESTful, meaning it adheres to the constraints

of the REST architectural style.

– Database: The database is responsible for stor-

ing and retrieving data. In this architecture,

two types of databases are used: MongoDB, a

document-oriented NoSQL database, and Post-

greSQL, an open-source relational database

management system. PostgreSQL was used as

the primary data store, while MongoDB is used

for store dynamic data.

• Frontend: The frontend is responsible for present-

ing data to the user and receiving user input. The

frontend is a mobile app built using Flutter, an

open-source UI software development kit created

by Google. Flutter is used for building natively

compiled applications for mobile, Web, and desk-

top from a single codebase. The mobile app com-

municates with the backend API using HTTP re-

quests and receives data in JSON format.

The architecture also includes caching, session

management, and real-time communication technolo-

gies:

• Redis: A high-performance in-memory data store,

was used for store secret information.

• Websockets: A protocol for bidirectional, real-

time communication between a web browser and

a server. It is used here for implementing real-

time features such as chat, live updates, and noti-

ﬁcations.

Overall, this architecture provides a scalable, ﬂex-

ible, and efﬁcient solution for building web and mo-

bile applications.

3.4 Mockups

User interface mockups for all use cases of all actors

have been developed using Figma

. Figure 4 shows

four mockup screens. In the ﬁrst mockup, the user

sees the clothes they have in their closet. It should be

noted that in the ﬁrst version the game will be avail-

able in Portuguese, as can be seen in the mockups.

The user can select any item for registering an ac-

tivity on that item. In the second mockup, the user has

selected the black pullover. Then, they can mark it as

being used (button “Utilizar”), or they can select an

available activity (refer to the third mockup in Figure

4). If the user selects the option to put the garment

into a basket (“Cesto”), then, the available baskets

are shown for selection (refer to the fourth mockup

in Figure 4).

Figure 5 represents a sequence of mockup screens

to register a maintenance activity at a service provider.

Here, after selecting the black pullover from their

closet (see the ﬁrst two mockups in Figure 5), the

user selects the option to send the piece for mainte-

nance (“Arranjar”). Then, in the fourth mockup, the

system asks the user how the maintenance service will

be provided: if it will be carried out by the user (“Pelo

oprio”), or will be carried out by a service provider

registered on the platform as such (“Servic¸o”). If the

user selects Servic¸o, then a QR code is shown so that

the service provider can read it, telling the system that

it has received the clothing item for maintenance (see

the last mockup in Figure 5).

4 DISCUSSION AND

CONCLUSION

The way a person dresses reﬂects their personality and

inﬂuences the opinion that others have about them.

Today, people do not just buy clothes because they

need to warm up, but often they do it on impulse, be-

cause they like to change clothes often. The low qual-

ity of clothing, allied to “fast fashion”, leads to in-

creased consumption, making the general population

consuming more and more each year. This has lead to

a huge increase in waste, an unsustainable use of land

https://www.ﬁgma.com

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Figure 4: Mockups for registering an activity on a garment/clothing item.

Figure 5: Mockups for stating the use of a garment/clothing item, in a given day.

to produce new raw materials, and a huge increase

in water pollution, for the production of clothing, as

well as the in air pollution, due to increased products’

transportation.

It is necessary to raise awareness among the gen-

eral population for the need to be more sustainable

and contribute to the circular economy. It is necessary

to consume less, use the same clothes more often, ex-

change/donate or sell clothes that are no longer used

and, at the end of the clothes’ life, the clothes must be

sent for recycling.

This article presented a proposal for a platform

that, using gaming tactics, looks for involving and

”educating” the consumer to be more sustainable

and eco-friendly. The platform scores the most en-

vironmentally friendly actions for consumers and

awards them with recognition medals. These scor-

ing points can then be exchanged for maintenance

services or other vouchers offered by sponsors. The

platform involves the entire society: consumers; ser-

vice providers such as laundries, seamstresses, etc.,

clothing brands, recycling companies, and local insti-

tutions interested in promoting a more sustainable so-

ciety. The platform also allows the creation of several

proﬁles in order to facilitate the management of the

closet, not only the user’s own, but also closets from

associated user proﬁles, such as their children’s.

As future work, the authors intend to improve the

platform so that it can warn about clothes that have

not been used for more than a certain period of time,

suggesting donating/selling or sending them for recy-

cling. The platform is also intended to provide sug-

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303

gestions on what clothes to wear on the same day or

the following day, depending on the weather forecast-

ing, and to provide suggestions on what clothes to

pack for a trip. With the information stored, the aim

is to understand consumer habits in various aspects

such as trends in the use of clothing items, mainte-

nance practices, etc.

ACKNOWLEDGEMENTS

This contribution has been developed in the context

of Project “BE@T: Bioeconomia Sustent

avel ﬁleira

extil e Vestu

ario-Medida 2”, funded by “Plano de

Recuperac¸

ao e Resili

encia” (PRR), through measure

TC-C12-i01 of the Portuguese Environmental Fund

(“Fundo Ambiental”). To improve the manuscript’s

text, some AI-based tools have been used, such as

Google Translator and Writefull.

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