城市垃圾分类回收政策的框架效应研究

Experimental study on the frame effect of urban garbage classification and recycling policy

基于框架效应理论,通过不同时间距离和社会距离的实验情境,探讨心理距离和信息框架对垃圾分类政策支持的影响。结果发现:时间距离、社会距离、正负框架之间有显著的交互效应,当时间距离和社会距离方向一致时,正负框架才能对垃圾分类的政策支持和行为意愿产生显著影响。在心理距离近的实验情境下,消极信息框架与政策支持和行为意愿呈正相关;在心理距离远的实验情境下,积极信息框架与二者呈正相关。在高分组中,积极信息框架搭配双重远心理距离与消极信息框架搭配双重近心理距离,两种搭配的政策支持和行为意愿在统计上无显著差异。研究结论有助于决策者将心理层面的个体规范与行为层面的公共环境政策支持联系起来,更加重视公众内生性制度的建设,实施差异性的环境营销策略。

Based on the theory of Frame Effect,the effects of psychological distance and information frame of garbage classification policy are discussed by experimental situations with different temporal and social distances.The results show that:temporal distance,social distance and positive or negative frames have significant interaction effects.Only when the temporal distance and social distance were in the same direction,positive and negative frames had significant effects on policy support and citizens’behavioral intention of garbage classification.In the context of close psychological distance,the negative information frame is positively correlated with the policy support and behavioral intention,while in the context of distant psychological distance,the positive information frame is positively correlated with them.The positive information frame was paired with distant psychological distance and the negative information frame was paired with double close psychological distance.There were no statistically significant differences in policy support and behavioral intention between the two groups.This paper is helpful for decision makers to connect individual norms at the psychological level with public environmental policy support at the behavioral level,pay more attention to the construction of public endogenous institutions,and implement differentiated environmental marketing strategies.