居民垃圾分类行为干预政策的溢出效应分析——一个田野准实验研究

Spillover Effects of Behavioral Strategies to Promote Household Waste Separation:A Field Quasi-Experiment

现有研究在分析居民环境行为的干预政策时,较多地关注干预策略对政策目标行为的影响,忽视了其对于居民其他环境行为可能产生的溢出效应。本文设计了一个田野准实验,分别检视了宣传教育和经济激励这两种垃圾分类推广策略的实施效果。为期3个月的实验结果显示,尽管两类策略均能够改善居民的垃圾分类行为,且不存在显著差异,但垃圾分类的宣传教育策略更易推动居民参与其他环保行为。进一步的中介效应分析结果显示,不断强化的环境关心度是宣传策略正溢出的一个机制,而外在激励对环保认同感的"挤出"是经济策略难以发生正溢出,甚至可能引发负溢出的一个重要原因。此类溢出效应的深入研究不仅可形成学术积累亦可优化实践部门的综合施策。

When analyzing the effects of behavioral interventions to promote environmental protection,past research tends to focus on their influences on the target pro-environmental behavior(PEB), while underestimating their potential spillover effects on other nontarget pro-environmental behaviors. The current study was designed to examine environmental appeals and economic incentives to promote household waste separation in terms of their influences on a variety of PEBs via a field quasi-experiment. Results showed that both initiatives improved waste sorting performance equally, while the environmental framing could increase more nontarget PEBs compared with its economic counterpart. Further mediation analyses reveal that the strengthened environmental concern could help explain the positive spillover effects of environmental appeals, and that the "crowding-out" effect of external rewards on pro-environmental identity inhibited the occurrence of positive spillover and made negative spillover more likely. The investigation into such spillover can contribute to academic accumulation and help policymakers optimize their behavioral strategies within the environmental domain.