描述性社会规范信息对环保行为决策的干预分析及应用

Intervention of descriptive social norm information on environmental decision making and its application

描述性社会规范是指由大多数人的实际行为形成的准则。针对目前公众环保意识与环保行为存在知行分离的"环保困境"问题,科学运用信息干预策略,即运用描述性社会规范信息实施对环保行为决策的干预,从而在实质层面解决"环保困境"问题具有重要现实意义和应用价值。本研究通过2个行为决策实验发现,运用描述性社会规范信息可对中国公众低成本、高成本环保行为决策实现有效干预,并且信息可信度在描述性社会规范信息影响环保行为决策过程中起到中介作用。

Descriptive social norms are the rules that most people actually act on.The study of descriptive social norm information is important for intervention of environmental decision making.In this paper we analyse intervention of descriptive social norm information on environmental decision making and discuss its limitation in terms of research validity,environmental behavior category,and culture difference.Using decision making behavior,we explore the descriptive social norm information influence on Chinese environmental decision making and intervention mechanism through two experiments.In experiment 1,Chinese participants are exposed to two groups of descriptive and injunctive norms about environmental decision making under light scenario and recycle bag scenario.Result reveals that participants are more likely to cooperate when presented with descriptive social norm information.Experiment 2 replicates this effect on high-cost environmental behavior,and shows that the intervention mechanism is based on the perspective of information attribution.Information reliability plays a mediator role in the relationship between descriptive norm information and environmental behavior.For future research,we discuss bidirectional associations between descriptive and injunctive norms based on Chinese environmental background and boundary conditions.The paper is expected to provide a converging evidence to shed light on the environmental decision making research in intervention science,as well as provide theoretical and methodological support for formulating regulations,policies and propaganda relating to environmental decision making.