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Aims <p>Disposable cups pose significant environmental hazards, contributing to plastic pollution and its detrimental effects on ecosystems. This study examines the impact of a gamified nudge, based on the cricket rivalry between Pakistan and India, on the preference for disposable versus reusable cups at a university in Lahore, Pakistan. The research explores how cultural and competitive dynamics can promote environmentally sustainable behaviours, particularly the use of reusable cups.</p> Methods <p>An eight-week intervention at a university juice shop with 9000 students in Lahore used cricket rivalry to influence cup choices. Participants chose between reusable (Pakistan) or disposable (India) cups, earning symbolic “runs” for their team. Daily results were recorded and publicly displayed. Counterfactual data from a nearby cafeteria provided comparison.</p> Results <p>The intervention resulted in an average increase of 39.46 reusable cups per day, tripling the baseline usage. There was also an average reduction of 27.77 plastic cups daily compared to the control group. These findings suggest that gamified nudges, rooted in communal identity and cultural context, can effectively promote sustainable practices.</p> Conclusion <p>This study provides insights into the application of gamification and cultural dynamics in environmental sustainability initiatives. By using a popular sports rivalry, the research highlights the potential of context-specific nudges to drive significant behaviour change in environmental practices within academic settings. The study offers evidence for using culturally resonant gamification as a tool to encourage sustainable behaviours in educational institutions.</p>

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Cricket rivalry as a nudge to encourage reusable cups in a university setting in Pakistan

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年8月14日

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  • Muhammad Khan,
  • Rafi Amir-ud-Din,
  • Rao Muhammad Atif,
  • Bishal Bharadwaj

摘要

Aims

Disposable cups pose significant environmental hazards, contributing to plastic pollution and its detrimental effects on ecosystems. This study examines the impact of a gamified nudge, based on the cricket rivalry between Pakistan and India, on the preference for disposable versus reusable cups at a university in Lahore, Pakistan. The research explores how cultural and competitive dynamics can promote environmentally sustainable behaviours, particularly the use of reusable cups.

Methods

An eight-week intervention at a university juice shop with 9000 students in Lahore used cricket rivalry to influence cup choices. Participants chose between reusable (Pakistan) or disposable (India) cups, earning symbolic “runs” for their team. Daily results were recorded and publicly displayed. Counterfactual data from a nearby cafeteria provided comparison.

Results

The intervention resulted in an average increase of 39.46 reusable cups per day, tripling the baseline usage. There was also an average reduction of 27.77 plastic cups daily compared to the control group. These findings suggest that gamified nudges, rooted in communal identity and cultural context, can effectively promote sustainable practices.

Conclusion

This study provides insights into the application of gamification and cultural dynamics in environmental sustainability initiatives. By using a popular sports rivalry, the research highlights the potential of context-specific nudges to drive significant behaviour change in environmental practices within academic settings. The study offers evidence for using culturally resonant gamification as a tool to encourage sustainable behaviours in educational institutions.