公众环境意向与亲环境行为:社会信任的调节效应研究

Moderating Effect of Social Trust on the Correlation between Environmental Intention and Pro-environmental Behavior

破解生态环境保护领域“知行脱节”困境,是加快构建生态环境保护社会行动体系需要解决的首要问题。基于结构方程模型和跨区域大样本数据,研究社会信任对环境意向与亲环境行为关联度的调节效应。结果表明:公众对日常环境污染具有较高危机感和鲜明态度,这种危机感和态度促使公众愿意为环境保护做出某种程度的付出;公众愿意为环境保护做出付出的意向越强烈,实施相应的亲环境行为的可能性就越高。但这种关联度受到社会信任水平的调节,公众持有社会信任水平越高,其付出意向与亲环境行为关联度就越强,实施亲环境行为的可能性就越大;反之,实施亲环境行为的可能性就越小。

To solve the dilemma of“disconnecting knowledge and knowing”in the field of ecological environ-mental protection is a key issue that needs to be resolved to accelerate the construction of an ecological environmen-tal protection social action system.Based on the latent variable structural equation model and 2198 sample data,the moderating effect of social trust on the correlation between environmental intentions and pro-environmental be-haviors was examined.The results of the study show that:The public has a high sense of crisis and a clear attitude towards daily environmental pollution,and this sense of crisis and attitude encourages the public to make a certain degree of effort for environmental protection;the stronger the public's willingness to pay for environmental protec-tion,the higher the possibility of implementing the corresponding pro-environmental behavior,but this degree of relevance is moderated by the level of social trust;The higher the level of social trust held by the public,the stron-ger the correlation between the intention of paying and the pro-environmental behavior,and the greater the possibil-ity of implementing pro-environmental behavior;On the contrary,the less likely it is to implement pro-environmen-tal behavior.