摘要
个人行为必须对环境有利,这是现代社会日益增长的需求。在这场变革中,旨在改变人们态度的信息宣传是它的必备前提。信息宣传虽然可能是必不可少的,但是它本身并不足以完成促进变革的任务。我们认为,首先,许多影响环境的日常行为,都是习惯成自然的行为。可是,几乎没有人关注这个特点,并通过信息导向来改变这些习惯行为。另外一些情况下,行为更主要是由价值导向的。不过,除了可能的环境后果之外,还有其它信息更可能吸引行为人的注意,影响其行为选择。为了研究消费者行为,我们进行了调查和实验,研究什么样的信息条件更容易影响对环境关注水平不同的人们。基于这些研究,讨论对行为改变的含义。
Society increasingly requests that individuals adopt environmentally benign behavior. Information campaigns purported to change people's attitudes are often regarded as prerequisites to installing such changes.While such information may be a necessary step, it is not sufficient by itself.We argue that many everyday behaviors with environmental consequences are habitual,and that little attention is given to information directed toward changing these habitual behaviors.In other instances,behavior is guided by values in a more reflective process.However,other information besides environmental consequences may draw a person's attention and affect behavioral choice.Using surveys and experimental studies targeting consumer behavior,we studied under what conditions different kinds of information is likely to influence people with varying levels of environmental concern.Based on results from these studies,implications for behavioral change are discussed.
