亲环境行为的"标签代码" - - 基于行为标签理论的亲环境行为的研究
Xiaozhi Huang1,2, Jiayue Li3
1School of Business, Guangxi University, Nanning, 530004, China. Hxiaozhi@mail3.sysu.edu.cn.
Scientific reports
|October 6, 2025
概括
行为标签通过影响个人规范和心理图像,有效地促进亲环境行为. 建筑层面负面地缓解了这种影响,为消费者环境行动提供了洞察力.
科学领域:
- 环境心理学 环境心理学
- 消费者行为 消费者行为
- 行为经济学是一种行为经济学.
背景情况:
- 越来越多的人关注环境保护和环保行为.
- 对驱动消费者环境行动的心理机制的理解有限.
- 需要探索行为标签对可持续消费的影响.
研究的目的:
- 调查行为标签如何影响消费者的环保行为.
- 分析构造层次,个人规范和心理图像的调解作用.
- 检查构造层面对行为标签和个人规范之间的关系的调节效应.
主要方法:
- 进行了三项实验性研究.
- 利用了构造水平理论,行为标签和个人规范的原则.
- 采用心理图像技术来探索心理机制.
主要成果:
- 亲环境行为标签显著促进了相应的消费者行动.
- 心理图像和个人规范被确定为关键调解者.
- 与传统发现相反,构造水平对行为标签和个人规范之间的联系产生了负面的缓和作用.
结论:
- 行为标签是一种有效的策略,可以增强亲环境行为.
- 这项研究阐明了行为标签的调解途径和边界条件.
- 结果为促进可持续消费提供了新的理论见解和实际应用.
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