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政府机构等相关组织往往利用引导用语来促进公众绿色出行,但这些引导用语是否能起到作用,目前学术界尚缺乏实证研究。文中通过设计2(高/低环境态度)x2(强势/非强势引导用语)实验,对北京市消费者展开问卷调查,对收集的419份有效问卷进行实证分析,以感知重要性、感知严重性为环境态度,探讨在强势和非强势引导用语下消费者的绿色出行意向。研究结果表明:在环境态度较高时,强势引导用语对绿色出行意向促进作用更大;在环境态度较低时,非强势引导用语对绿色出行意向促进作用更大;环境态度对绿色出行意向的促进作用大于引导用语对绿色出行意向的促进作用。研究结论为提升引导用语的使用效果提供了科学决策依据。
Relevant organizations such as government agencies often use guidance language to promote green travel of the public. However, whether these guidance words can play a role or not is currently lacking in empirical studies in academia. In this paper, a questionnaire survey was conducted on consumers in Beijing by designing 2 (high / low environmental attitudes) x2 (strong / non-dominant language) experiments and an empirical analysis of 419 valid questionnaires was collected to sense the importance and perceived severity As the environmental attitude to explore the consumer’s green travel intention in the strong and non-strong leading phrases. The results show that: when the environmental attitudes are high, the strong guidance language can promote the green travel intention more; when the environment attitude is lower, the non-strong guidance language can promote the green travel intention more; the environmental attitude is more important to the green travel intention The promotion effect is greater than the promotion effect of the guidance language on the green travel intention. The conclusion of the study provides a scientific basis for decision-making to improve the effect of the guidance language.