对环保行为的心理学解读——规范焦点理论述评

Promoting Pro-environmental Behaviors in Perspective of Psychology:The Focus Theory of Normative Conduct

社会规范对个体行为的影响常被低估。通过将社会规范区分为描述性规范和命令性规范,并强调注意焦点的作用,规范焦点理论重新强调了社会规范的重要作用。根据规范焦点理论,不同类型的社会规范有不同的作用,恰当地使用相应的社会规范信息对环保行为进行干预,可以减少乱丢垃圾、促进垃圾分类,改善节能、节约和保护资源等行为。立足于环保应用,总结了运用这种既科学又省力的措施时应注意的问题。最后,从文化差异和我国社会现阶段特征两个方面,论述了规范焦点理论及其所倡导的措施对我国环保工作的适用性。

Abstract： The influence of social norms on individual behaviors is usually underestimated. On the basis of dividing social norms into descriptive norms and injunctive norms and defining the role of focus of attention, the focus theory of normative conduct puts new emphasis on the important role of social norms. According to focus theory of normative conduct, different social norms have different functions, and to properly adopt relative social norms information to intervene environmental behaviors could promote such behaviors as littering reducing, recycling promoting, energy improving, resource conservation and protection, etc. Based on environmental protection, the authors summarized notable problems during taking such scientific and low-cost measures. Finally, the authors discussed the applicability of the focus theory of normative conduct and the measures derived from it on environmental protection in China from two aspects including cultural difference and social characters of China at this stage. Key words： the focus theory of normative conduct; social norms; public communication