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非货币叙述激励企业参与气候变化问题
Christopher Luederitz1,2, Animesh Animesh1, Katrin Rohrbacher3
1Desautels Faculty of Management, McGill University, 1001 Sherbrooke St W, Montreal, QC H3A 1G5 Canada.
概括
激励企业采取气候行动:以社会或成就目标为重点的非货币呼吁比财务收益叙述更有效55%. 这一发现对于有效的可持续发展沟通策略至关重要.
科学领域:
- 商业战略 商业战略
- 环境心理学 环境心理学
- 关于可持续发展的沟通
背景情况:
- 鼓励商业气候行动的当前战略集中在金融激励和利上.
- 这种货币关注已经成为企业可持续发展话语的标准,影响了企业,顾问,学者和国际机构.
研究的目的:
- 通过实验评估不同动机叙述在推动商业气候行动中的比较有效性.
- 确定非货币动机在可持续发展沟通中是否胜过金融动机.
主要方法:
- 在线,现实世界,大规模实验 (large-n) 被采用.
- 测试了不同的叙事沟通策略,以评估它们对业务响应的影响.
- 该研究分析了各种叙事类型和观众人口统计数据的有效性.
主要成果:
- 强调亲社会或成就动机的非货币叙述比货币收益叙述更有效55%.
- 这种增强的有效性在各种叙事风格和观众特征,包括年龄和语言中是一致的.
- 这些发现挑战了财务动机在企业可持续性中的统治地位.
结论:
- 企业领袖的可持续发展沟通应该与财务利益一起整合亲社会和成就动机.
- 仅仅依靠货币收益可能对推动气候行动的效果不那么好.
- 建议采用多方沟通方法,以获得更大的影响力.
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