绿色助推的研究进展及启示

Research Progress and Insights of Green Nudges

推动消费者绿色低碳行为对保护生态环境、降低碳排放具有重要意义。绿色低碳行为的传统干预方式具有局限性,在环境相关领域,消费者的行为决策表现为有限理性、有限意志力和有限利己。消费者在环境相关领域的非理性行为为绿色助推提供了可能性。绿色助推旨在借助这些行为偏差设计选择架构,以可预见的方式引导人们作出对环境更有益的选择。根据影响方式的不同,绿色助推可以分为认知型绿色助推和道德型绿色助推。认知型绿色助推工具主要包括绿色默认、生态反馈、提高显著性、消除障碍、改变习惯、设计激励等,道德型绿色助推工具主要包括社会规范、做出承诺、提高可见性等。吸收国外对绿色助推的理论研究成果和实践探索经验,中国在推动形成绿色低碳的生活方式时,应发挥社会规范的积极作用,重视绿色默认的助推效果,注重绿色低碳行为习惯的培养,积极考虑行为因素,抓住数字化带来的新契机,积极开展绿色助推的中国化研究。

Making consumer behavior greener and low-carbon is important for protecting the ecoenvironment and reducing carbon emissions.Using traditional interventions for that purpose has its limits as consumers show bounded rationality,bounded willpower and bounded self-interest in their decision-making in fields that could bear on the environment.Such irrationality,however,provides possibilities for green nudges,which aim to use such deviations from rationality to alter consumer behavior in a predictable way through the design of the choice architecture and nudge consumers in a direction that is better for the environment.Green nudges can be further divided into cognitive and moral ones by rationale.The former includes green default,eco-feedback,improving salience,removing frictions,changing habits,and designing better incentives,and the latter includes social norms,commitment and observability.A review of theoretical research on and practice in green nudges internationally suggests as China works to foster green and low-carbon lifestyles,it should bring into play the role of social norms,pay attention to green defaults,nurture sustainable habits,take into account behavioral science,seize the opportunities brought about by digitalization,and carry out more of its own research in green nudges.