城市居民低碳行为认知失调的成因——“知识—行为”的双中介模型

Abstract

In order to explore the reasons that urban residents'attitude are not matched by their actions and promote the implementation of low-carbon behavior, this empirical research examined what kind of low-carbon knowledge is more conducive to residents'low-carbon behavior. First, low-carbon knowledge was classified as system knowledge, action knowledge, and effective knowledge. Then, by extending the knowledge-attitude-behavior theory and introducing lowcarbon capability (LCC) as a variable on the basis of low-carbon intention (LCI), a dual mediation model for the mechanism of low-carbon knowledge on low carbon behavior was established. Finally, 1339 valid questionnaires were obtained and analyzed using structural equation model. A multiple group analysis was used to test the moderating effect of demographics. The results indicate that: (1) The difference of mechanism between the three types of low-carbon knowledge and low-carbon behaviors is one of the reasons that why urban residents'attitude are not matched by their actions. LCI and LCC have significant moderating effects on the relationship between system knowledge and residents'low-carbon behavior. Meanwhile, action knowledge can directly influence two kinds of low carbon behaviors or affect them indirectly through LCI. LCI is not affected by effective knowledge, but effective knowledge indirectly drives two kinds of low-carbon behaviors through LCC. (2) LCI driven by low-carbon knowledge is more often transformed into low-carbon purchasing behavior, while LCC is more often affected by low-carbon habitual behavior. Therefore, in order to form a long-term mechanism of low-carbon consumption and reduce the"rebound effect"of energy efficiency improvement, it is necessary to pay attention to the cultivation of low-carbon capability. (3) Gender, marital status, age, education level, and personal monthly disposable income have significant moderating effects on the relationship between action knowledge and two types of low-carbon behaviors. Relevant government agencies need to guide and promote the integration of knowledge and behavior among residents in lowcarbon comsumption according to the mechanism of different low-carbon knowledge.

Strategies for guiding urban residents’ water-saving behavior based on field experiments

“…为的动机 [34] 。依据 IMB 模型， 当个体感知行为动机 并知道如何改变行为时， 人们更有可能改变自身行 为。因此， 通过社会比较能够激活人们的节水动 机， 鼓励人们将自己的行为与他人行为进行比较 [35] ， 当认识到差异时， 就可能产生减少某种行为的动 机 [36] 意愿， 从而影响人们的决策、 偏好与选择 [37] 。例如， 刘满芝等 [38] 认为， 当反馈信息的比较对象的地理距 离较远时能够有效激励人们的节能行为。然而， 也 有学者提出不同的看法。例如， Graffeo 等 [39] 将比较 对象的地理距离与是否认识作为两个维度， 研究 4 种组合的信息反馈效果后得出社会比较信息的节 能效果与比较对象的空间距离呈反比的结论， 即距 离越近节能效果越好， 但前提是信息接收者与比较 对象不认识； Shen 等 [40] 一致 [41] ， 验证了信息干预策略在中国背景下的有效 性。信息干预策略能够有效减少居民用水量的原 因主要有以下三点： ①如 Goette 等 [12] 所提出的信息 干预策略是通过对居民进行 "定期提醒" 发挥作用 的， 通过定期发送节水提示的信息促进家庭节约用 水， 为家庭节水提供了有用的建议， 并提高了人们 对节水重要性的认识。②信息干预通过利益最大 化原则帮助自利的、 效用最大化的代理人更接近完 全信息下的私人最佳用水模式 [13] 。③与实验地区最…”