| 其他摘要 | Since Chinese households already account for more than half of the country's total carbon emissions, energy efficiency and emission reduction on the consumption side is a necessary part of achieving carbon reduction goals. The Individual Low-carbon Behavior Rewarding System (ILBRS) is an emerging mechanism to guide energy saving and emission reduction at the consumption side in China, but it has not got the high willingness to take participate from the public. As an important tool to guide energy saving and emission reduction on the consumption side, it is necessary to study how to increase the willingness of the public to participate in the Individual Low-carbon Behavior Rewarding System (ILBRS). Framing effects are often widely used as low-cost booster in the study of pro-environmental behavior. In addition, previous studies on behavioral intention and pro-environmental correlation have indicated that the demographic variables of gender, age, education level, and economic level affect people's pro-environmental behavior. Since college students are the main population of the present and future, this paper investigates the level of willingness of college students to participate in carbon inclusion and the differences in their demographic variables, and explores the methods and mechanisms to promote the willingness to participate in the Individual Low-carbon Behavior Rewarding System.
First, Study 1 confirmed the current level of college students' willingness to participate in the Individual Low-carbon Behavior Rewarding System and its differences in demographic variables through a questionnaire survey. Because the subjects selected for this study were college students with little difference in age and education, only the differences in willingness to participate in the Individual Low-carbon Behavior Rewarding System on two dimensions, gender and economic level (cost of living level), were explored; second, Study 2 explored whether framing information (gain and loss framework) could facilitate people's willingness to participate in the Individual Low-carbon Behavior Rewarding System through an online experimental questionnaire (N=320). Finally, Study 3 explored the mechanism of the effect of framing on willingness to participate in the Individual Low-carbon Behavior Rewarding System by measuring people's perceptions of environmental risks during Experiment 2, and the mediating role of environmental risk perceptions in the effect of the gain-and-loss framework on willingness to participate in the Individual Low-carbon Behavior Rewarding System.
From the study, it is concluded that: 1 .The college students' willingness to participate in carbon inclusion is at a moderate level and significantly differs by gender, but not by economic level; 2. both the loss and gain frameworks can increase people's willingness to participate in carbon inclusion, with the loss framework having a more significant effect than the gain framework; 3.the loss and gain frameworks can significantly affect people's environmental risk perceptions; 4. environmental risk perceptions play a partially mediating role in the loss and gain frameworks; 4. environmental risk perceptions partially mediated the effect of the gain and loss framework on the willingness to participate in the Individual Low-carbon Behavior Rewarding System.
While most of the current ILBRS policies are driven by material incentives, this paper provides a non-economic incentive, the gain-and-loss framework, to promote the public's willingness to use the ILBRS. In addition, most of the ILBRS-related publicity and institutions we have seen use the gain framework for promotion. However, based on the results of our study, we suggest that the ILBRS policy designers and implementers can use loss-framing messages to promote public participation in the process of system construction, information communication, and operational promotion. At the same time, they can improve the public's perception of environmental risks through media and other channels, and then guide more people to form a low-carbon life. |
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