心理距离视角下的环保决策行为研究

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 decision making. Theories of psychological distance, construal levels, psychological connectedness, protected values, multi-attribute utility in decision making psychology, cognitive psychology and social psychology are therefore applied. In order to explore the decision preferences in different situations and to reveal the mechanisms of environmental decision behavior, 5 studies are designed in this research, including "Tradeoff Between Environment and Money", "Time Distance and Intertemporal Environmental Decision", "Probabilistic Distance and Risky Environmental Decision ","Social Distance and Social Environmental Decision", and "Multi-attribute Environmental Decision-making Process". Some psychological research methods and techniques are used to carry out these studies, such as behavioral experiment, eye tracking analysis, IAT, psychometric and MouseLab. Based on these studies, the mechanisms of construal representation, psychological connectedness and information utilization in environmental decisions will be discussed, and the influences of time perspective, risk preference, altruism personality and protected values on environmental decisions will be explored..The results of present research will provide theoretical supports for improving pro-environment decisions and environment-friendly behaviors.

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。

环保决策是人们对经济利益和环境保护的权衡过程。环保决策中涉及的环境结果大都具有时间延迟性、不确定性、社会性和经济利益相关性等特点，使其在决策者心中具有不同的心理距离。本项目基于心理距离的视角，通过27项研究（含10项拓展研究）对环保决策行为进行了系统深入的探讨，试图揭示环保决策行为规律，为促进亲环境决策提供理论和研究依据。. 本项目着重探讨了以下六大问题：（1）金钱和环境结果的对价关系；（2）决策者对环境结果的时间折扣、概率折扣和社会折扣规律及其影响因素；（3）不同心理距离下，决策者对“金钱-环境”复合结果的偏好及其影响因素；（4）复合心理距离对多特征环保决策的影响；（5）不同心理距离下，环境问题的群体决策、两难博弈和多方谈判过程研究；（6）环境因素对经济行为的影响。. 研究取得了一系列有价值的理论成果，主要包括：（1）金钱-环境的对价关系符合幂函数规律；（2）环境结果的时间折扣和社会折扣符合指数函数规律，而其概率折扣符合加法模型；（3）相对价值取向和复合方式是影响“金钱-环境”复合结果偏好的主要因素；（4）决策者在多特征环保决策中主要采用非补偿式策略，赋予概率信息最大的决策权重；（5）在环保决策中，三种心理距离在一定程度上具有同质性和等效性；（6）环境问题既受经济行为的影响，也会影响经济行为，改善环境有助于社会经济的长远发展。. 基于研究结果，本项目分别从决策者、决策任务表征、决策程序和决策环境四大方面提出了一系列促进亲环境行为的措施建议。（1）决策者相关的措施包括：提高环境价值取向对金钱价值取向的相对强度、增进利他倾向、扩大时间眼界、提高识解水平、强化“自我-环境”心理联结、提高自我控制资源水平、重视人为风险等；（2）决策任务表征相关的措施包括：为决策问题设计合理的表述框架、将重要信息纳入决策选项内、突出环保方案的成功率、强调环境损害发生的可能性等；（3）决策程序相关的措施包括：提前决策或延迟实施环保政策、采用群体决策方式、在环境问题多方谈判中引入第三方质询制等；（4）决策环境相关的措施包括：采用高描述性或委婉的命令性社会规范、增进人际信任、拉近决策者与环境结果承担者之间的心理距离等。. 总之，本项目基于心理距离视角就环保决策开展的一系列研究，不仅拓展了行为决策理论，也为促进环境友好决策和亲环境行为提供了依据。