环保支付意愿、环保效能感对环保行为的影响研究——基于CGSS2010数据的实证分析

Influence of Willingness to Pay for Environmental Protection and Environmental Self-efficacy on Environmental Behavior:Empirical Study Based on CGSS2010 Data

环境问题在中国日益受到重视,环保支付意愿和环保效能感对环保行为有着重要影响。基于CGSS2010数据,采用结构方程模型,分析了环保支付意愿、环保效能感和环保行为之间的关系。结果显示,环保支付意愿和环保效能感均对环保行为有正向影响;在对环保行为的影响中,环保支付意愿比环保效能感起到的作用更大。为此,应加强环保的社会说服和积极反馈,以增强公众环保效能感;采取多元治理,以提高公众环保支付意愿。

Environmental problems have been paid more and more attention in China. Willing-ness to pay for environmental protection and environmental self-efficiency have important influ-ence on environmental behavior. Structural equation model was used to analyze the relationship between environmental willingness to pay, environmental self-efficiency and environmental pro-tection behavior based on CGSS2010 data. The results show that environmental willingness to pay and environmental self-efficiency both have positive impact on the environmental behavior, and environmental willingness to pay plays a more important role than environmental self-efficiency. We should strengthen the environmental protection of social persuasion and positive feedback in order to enhance the public environmental self-efficacy and take multiple governance in order to improve willingness to pay for public environmental protection.