B. Archana, A Case Study on Retailing in India, EXCEL International Journal of Multidisciplinary Management Studies, vol.2, issue.7, pp.178-188, 2012.

S. Deterding, D. Dixon, R. Khaled, and L. Nacke, From game design elements to gamefulness, Proceedings of the 15th International Academic MindTrek Conference on Envisioning Future Media Environments, MindTrek '11, 2011.
DOI : 10.1145/2181037.2181040

R. E. Dunlap, A. G. Mertig, &. E. , and J. R. , New Trends in Measuring Environmental Attitudes: Measuring Endorsement of the New Ecological Paradigm: A Revised NEP Scale, Journal of Social Issues, vol.56, issue.3, pp.425-442, 2000.
DOI : 10.1111/0022-4537.00176

R. Dunlap, K. Van-liere, A. Mertig, and R. Jones, New Trends in Measuring Environmental Attitudes: Measuring Endorsement of the New Ecological Paradigm: A Revised NEP Scale, Journal of Social Issues, vol.56, issue.3, pp.425-442, 2000.
DOI : 10.1111/0022-4537.00176

K. Eisenhardt, Building Theory from case study research, Academy of Management Review, vol.14, issue.4, pp.592-611, 1989.

A. Faiers, M. Cook, and C. Neame, Towards a contemporary approach for understanding consumer behaviour in the context of domestic energy use, Energy Policy, vol.35, issue.8, pp.4381-43390, 2007.
DOI : 10.1016/j.enpol.2007.01.003

D. Gadenne, B. Sharma, D. Kerr, and T. Smith, The influence of consumers' environmental beliefs and attitudes on energy saving behaviours, Energy Policy, vol.39, issue.12, pp.7684-7694, 2011.
DOI : 10.1016/j.enpol.2011.09.002

R. Gaspar and D. Antunes, Energy efficiency and appliance purchases in Europe: Consumer profiles and choice determinants, Energy Policy, vol.39, issue.11, pp.7335-7346, 2011.
DOI : 10.1016/j.enpol.2011.08.057

P. Hartmann and V. Apaolaza-ibáñez, Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern, Journal of Business Research, vol.65, issue.9, pp.1254-1263, 2012.
DOI : 10.1016/j.jbusres.2011.11.001

I. Holloway, Basic concepts for qualitative research, 1997.

K. Huotari and J. Hamari, Defining Gamification -A Service Marketing Perspective, Proceedings of the 16th International Academic MindTrek Conference. Finland: Tampere, 2012.

K. Kuntz, R. Shukla, and I. Bensch, How Many Points for That? A Game-Based Approach to Environmental Sustainability, ACEEE Summer Study on Energy Efficiency in Buildings, pp.126-137, 2012.

J. Lee and J. Hammer, Gamification in education: What, how, why bother?, Academic Exchange Quarterly, vol.15, issue.2, 2011.

J. Lofland and L. Lofland, Analyzing Social Settings: A Guide to Qualitative Observation and Analysis, 1995.

J. Matthing, P. Kristensson, A. Gustafsson, and A. Parasuraman, Developing successful technology???based services: the issue of identifying and involving innovative users, Journal of Services Marketing, vol.20, issue.5, pp.288-297, 2006.
DOI : 10.1108/08876040610679909

V. Packard, The Waste Makers. Penguin Harmondsworth, pp.184-202, 1960.

M. Patton, Qualitative Evaluation and Research Methods, 1990.

J. Roberts, Green consumers in the 1990s: Profile and implications for advertising, Journal of Business Research, vol.36, issue.3, pp.217-231, 1996.
DOI : 10.1016/0148-2963(95)00150-6

J. Simõesa, R. Díaz-redondob, and A. Vilasb, A social gamification framework for a K-6 learning platform, Computers in Human Behavior, 2012.

R. D. Straughan and J. A. Roberts, Environmental segmentation alternatives: a look at green consumer behavior in the new millennium, Journal of Consumer Marketing, vol.16, issue.6, pp.558-575, 1999.
DOI : 10.1108/07363769910297506

R. Wiser, Green power marketing: increasing customer demand for renewable energy, Utilities Policy, vol.7, issue.2, pp.107-119, 1998.
DOI : 10.1016/S0957-1787(98)00005-8

G. Zichermann and C. Cunningham, Gamification by Design Implementing Game Mechanics in Web and Mobile Apps, Canada, 2011.