社会规范助推公众政策遵从——基于可循环餐具使用意愿的实验研究

Social Norms Nudge Citizen Policy Compliance——An Experimental Studyon Willingness to Use Recyclable Cutlery

本研究以环保政策倡导使用可循环餐具为切入点,通过三项基于在线问卷调查的行为实验考察了社会规范对环保领域公众政策遵从的助推效应,即社会规范是否以及如何提升可循环餐具使用意愿。实验一发现,描述性规范显著增强可循环餐具使用意愿,命令性规范在其中发挥中介作用;实验二结果显示,自然共情显著调节命令性规范对可循环餐具使用意愿的助推效应;实验三进一步发现,相较于动态描述性规范信息,静态描述性规范更能助推公众对可循环餐具的使用意愿。本研究通过考察社会规范对可循环餐具使用行为意愿的助推效应,揭示了社会规范助推公众政策遵从的过程和机制,基于助推的微观视角提供了公众政策遵从的解释框架,为优化政策干预效果提供实证支持与实践启发。

Given that environmental policies advocate for the use of recyclable cutlery,this study aimed to examine whether and how social norms nudged the public's willingness to use recyclable cutlery through three behavioral experiments based on online questionnaire.Experiment 1 found that descriptive norms significantly improved the public's willingness to use recyclable cutlery,and such an association was fully mediated by injunctive norms;Experiment 2 showed that empathy with nature significantly moderated the nudging effect of injunctive norms on the public's willingness to use recyclable cutlery;Experiment 3 further demonstrated that static descriptive norms,but not dynamic descriptive norms,significantly elevated citizens'willingness to use recyclable cutlery.Through exploring the nudging effect of social norms on the public's willingness to use recyclable cutlery,the present study attempted to decode the process and mechanism of how social norms elevated citizen policy compliance,and provided an explanatory framework for citizens'policy compliance from a nudge-based micro perspective,lending empirical support and practical insights for optimizing the effect of policy interventions.