消费者低碳消费行为的心理归因和政策干预路径:一个基于扎根理论的探索性研究

Psychological Attribution and Policy Paths of Consumer's Low Carbon Consumption Behavior:An Exploratory Research Based On Grounded Theory

引导消费者的生活方式和消费模式转向低能耗、低污染、低排放的方向是当前一个重大课题。然而,消费者为什么会实行低碳消费行为模式(即低碳消费行为归自何种心理)?如何促进和引导消费者的低碳消费行为(即低碳消费行为如何才能持续)?对于这两个关键性问题目前还缺乏深度的研究。本文通过深度访谈,应用扎根理论这一探索性技术探究低碳消费行为的深层次心理归因(解决第一个问题)及相应的政策干预路径(解决第二个问题)。研究发现,个体心理意识、社会参照规范两个主范畴是低碳消费行为的内部和社会心理归因。但它们对于低碳消费行为的促成机理并不一致:个体提高心理意识产生相应的低碳消费行为,这归于认知性学习范畴;个体观察参照群体的消费模式及其结果产生特定的低碳消费行为,这归于观察性学习范畴。不同心理控制源的个体(内控型还是外控型)之间也存在一定的差异。低碳传播沟通和情境结构变革两个主范畴是低碳消费行为的政策干预变量,且它们是相互补充、相互配合的。通过传播沟通影响个体心理意识、社会参照规范,通过情境结构变革影响低碳消费行为的成本收益结构成为主要的政策干预路径。这些研究结论可以为政府制定有效的干预政策,为引导消费者的消费行为模式提供理论基础和政策借鉴。

Public consumption behavior patterns have important influence on the emissions of greenhouse gases such as carbon dioxide.The guidance of consumers＇ lifestyle and consumption behavior to the direction of low energy-consumption,low pollution,and low emission has become a major issue urgently to be solved.Why do consumers engage in low carbon consumption behavior（i.e.what＇s the internal motivations that could trigger consumers＇ low carbon consumption behavior）？ How to guide them to engage in low carbon consumption behavior（i.e.how could consumers＇ low carbon con-sumption behavior be sustained）？ In this context,this paper tries to explore socio-psychological attribution（which aims to solve the first problem above） and policy paths（which aims to solve the second problem above） of individual＇s low carbon consumption behavior through in-depth interviews,based on Grounded Theory.Which is different from previous studies,this study examines the socio-psychological attribution and policy paths simultaneously,and constructs an integrated framework.And we also explore the mechanism and dimension of each variable factor.Research finds that the two core factors（psychological consciousness,social reference criterion） are psychological and social attribution of consumers＇ low carbon con-sumption behavior.This affirms Bandura＇s Social Learning Theory.The mechanism of psychological consciousness and social reference criterion to generate low carbon consumption behavior are different,however.To be specifically,one＇s psychological consciousness could trigger his low carbon consumption behavior by Cognitive Learning effects,and social reference criterion induces low carbon consumption behavior by Social Learning effects.Individuals of different Locus of Control（e.g.internal locus of control or external locus of control） may differ in the generation mechanism.Communications propagation（CP） and institution technology innovation（IT） are the two main regulatory policies.What＇s more,the above two policies are interrelate and complement each other.To promote individual＇s psychological consciousness and social reference criterion by communications propagation,and to change the individual＇s cost-benefit structure of low carbon consumption behavior by institution technology innovation are the main intervention paths for the government.The results provide important implications for the government to transform consumer＇s consumption behavior patterns.