心理距离视角下的环保决策行为研究

项目名称： 心理距离视角下的环保决策行为研究

项目编号： No.71271189

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 何贵兵

作者单位： 浙江大学

项目金额： 56万元

中文摘要： 环境问题关乎人类的可持续发展。政府、企业和个人的环境友好决策和亲环境行为是环境改善的决定因素。然而，人们在环保决策中为何容易出现过度重视经济利益、短视、忽视风险、忽略他人利益的现象？为科学探究和回答这一问题，本项目紧扣环保决策的结果复合性、延迟性、不确定性和社会性特点，从心理距离视角，整合跨期选择、风险决策、社会决策和多特征决策研究思路，以识解水平理论、心理联结理论、多特征效用理论为基础，采用心理学行为实验、眼动分析、内隐测验、心理测量、MouseLab过程追踪等研究方法，开展"环境结果与金钱结果的权衡"、"时间距离与环保决策"、"概率距离与环保决策"、"社会距离与环保决策"、"多特征复合条件下环保决策过程"等一系列研究，深入探究个体在不同情境下的环保决策行为倾向及其心理机制，并揭示时间取向、风险偏好、利他人格、保护性价值观等对决策行为的影响。研究将为促进环境友好决策和亲环境行为提供依据。

中文关键词： 环保决策；心理距离；识解水平；相对价值取向；亲环境行为

英文摘要： Environmental issues are considered the most urgent for humanity and the planet nowadays, and closely related to the sustainable development of human beings. Pro-environment decisions and conservational behaviors done by governments, companies and individuals are the determinants of environmental improvement. Although researchers have done numerous studies on environmental issues, put forward theories to explain pro-environmental behavior, there are still in lack of psychological researches on environmental decision making process. Environmental decision making is complicated, because it is characterized by composite consequences, time delay, uncertainty and sociality. All of these characteristics make it different from decisions about things that occurring for sure, now, here, and ourselves. When dealing with environmental decision, it is necessary to balance between sure and uncertain, immediate and delayed, here and there, ourselves and others. Meanwhile, people also need to tradeoff between monetary gains and environmental losses. The tendency of getting benefits for sure, immediate, here, and ourselves may lead to myopic decisions which do harm to environmental sustainability. This research integrates the research approaches of intertemporal choice, risky choice, social decision making and multi-attribute d

英文关键词： environmental decision making；psychological distance；construal level；relative values；pro-environment behavior