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Virtual Currencies as Financial Incentives for Sustainable Service Consumption
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Author(s): Anmol Gulati (Chitkara Business School, Chitkara University, Punjab, India)and Olivier Niyompuhwe (Department of Forestry and Nature Conservation, University of Rwanda, Rwanda)
Copyright: 2026
Pages: 20
Source title:
Sustainable Service Marketing with Virtual Currencies
Source Author(s)/Editor(s): Arjun J. Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, India), Yam B. Limbu (Montclair State University, USA)and Bruce A. Huhmann (Virginia Commonwealth University, USA)
DOI: 10.4018/979-8-3373-0315-4.ch013
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Abstract
Virtual currencies (VCs) represent an emerging category of digital assets that have the power to revolutionize sustainable service consumption by aligning financial & behavioral rewards. The chapter discusses the concept of sustainability in service marketing & the growth of the new incentive drivers in the form of cryptocurrencies, loyalty points, & tokens. A typology of VCs is introduced, distinguishing centralized from decentralized implementations, utility from security tokens & proprietary from new digital currency-based VC models & mapping their advances in service areas like travel, hospitality, energy, & transportation. The channels through which VC-based incentives, both financial & social, affect real-world behaviors of eco-friendly purchases, energy saving, & sustainable mobility are explored based on real-world examples. Building on the literature, a conceptual model is developed & proposed to map antecedents, moderators, & outcomes. The study recommends core strategic implications for policymakers & service providers on the integration of token programs.
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