基于助推理论的环保行为干预策略

Intervention Strategies for Environmental Protection Behaviors Based on Nudge Theory

近年来,行为经济学相关理论被越来越多地用于环境治理实践中,成为促进环境政策有效实施的策略之一。从行为经济学角度分析,因政府缺乏有效的激励手段促进组织和个人主动积极的实施环境保护行为,从而无法克服“市场失灵”和“政策失效”现象,影响了环境政策的有效实施。基于行为经济学的助推理论,分析通过构建低成本且简约的选择架构实施助推策略可以弥补现有政府规制手段的局限性,有效规避人们在环境政策与环境保护行为方面存在的认知局限和实施动机的不足,从而引导和促进组织和个人环境保护行为的发生,推动环境政策的有效实施。

In recent years,theories related to behavioral economics have been applied more and more in environmental governance practice and become one of the strategies that promote the effective implementation of environmental policies.From the perspective of behavioral economics,the phenomena of“market failure”and“policy failure”cannot be eliminated,because the government lacks effective incentives to encourage organizations and individuals to actively implement environmental protection behaviors,which affects the effective implementation of environmental policies.Based on the nudge theory of behavioral economics,it is analyzed that the implementation of the nudge strategy by building a low-cost and simple selection framework can make up for the limitations of existing means of governmental regulation.In this way,cognitive limitations of people in environmental policies and environmental protection behaviors and the lack of motivation for implementation of such policies can be effectively avoided.This guides and encourages organizations and individuals to implement environmental protection behaviors,which promotes effective implementation of environmental policies.