“殊途同归”:沟通方式对食物浪费行为的影响机制分析

All Roads Lead to Rome:The Impact of Communication Types on Food Waste Behavior

为了有效减少食物浪费,就必须了解不同沟通方式对食物浪费行为的影响及其机理。本文研究发现:沟通方式显著减少食物浪费行为,发布式沟通可以提高主观规范,进一步减少食物浪费行为,而反馈式沟通则可以增强责任感,进一步减少食物浪费行为;对于生活方式在沟通方式与主观规范、责任感之间关系的调节作用而言,领导意识弱的个体面对发布式沟通时较容易增强其主观规范,而怀旧意识强的个体面对反馈式沟通时较容易产生责任感。

Food waste has become a worldwide problem.In order to effectively reduce food waste,it is necessary to understand the influence of different communication types on food waste behavior.This study finds that communication significantly reduces food waste,and reveals its influencing mechanisms.Two types of mechanisms exist,release-type communication and feedback-type communication.The former can improve subjective norms,which further leads to food waste reduction,while the latter can enhance the sense of responsibility,leading to food waste reduction.Lifestyle regulates the relationship between the communication types,subjective norms and the sense of responsibility.Individuals with a rather low awareness of leadership are more likely to enhance subjective norms when it comes to release-type communication,while those with a strong feeling of nostalgia tend to feel more responsibility when it comes to feedback-type communication.