生态反馈调节下默认选项助推低碳消费的决策研究

Research on Default Options to Nudge Low-Carbon Consumption Decision-Making Under Ecological Feedback Adjustment

中文关键词:  数字助推  默认选项  生态反馈  低碳消费  眼动追踪

英文关键词:digital nudging  default option  ecological feedback  low carbon consumption  eye-tracking

中文摘要:

      合理设置默认选项，能够有效助推用户的决策行为，在环保领域设置默认选项能引导用户做出低碳选择。同时，在持续变化的环境中，生态反馈机制在推动用户践行低碳行为方面，发挥了显著的干预效用。为了进一步探究二者的联合助推作用，文章从默认选项和生态反馈入手，设计情景实验，利用眼动追踪技术，探究默认选项与生态反馈对用户低碳消费决策的干预效果。研究发现：默认绿色选项能更好地助推个体做出低碳消费决策；视觉注意在默认选项对低碳消费决策的影响中起中介作用；有生态反馈的默认选项更好地助推了个体低碳消费决策；生态价值观较低时，默认选项与生态反馈对低碳消费决策的助推效果最显著。文章拓展了数字助推技术在环境保护领域的应用边界；并为平台企业提出助推建议。通过设置默认选项，并结合界面生态信息可视化、企业多渠道宣传和互动体验，有效降低用户决策成本并强化其生态价值认同，实现对用户低碳行为的有效干预。

英文摘要:

      Reasonably setting default options can effectively nudge users’ decision-making behaviors. In the field of environmental protection, setting default options can guide users to make low-carbon choices. Meanwhile, in a constantly changing environment, the ecological feedback mechanism has played a significant intervention role in promoting users’ practice of low-carbon behaviors. To further explore the combined nudging effect of the two, this article starts from default options and ecological feedback, designs a scenario experiment, and uses eye-tracking technology to explore the intervention effect of default options and ecological feedback on users’ lowcarbon consumption decisions. The research finds that default green options can better nudge individuals to make low-carbon consumption decisions; visual attention plays a mediating role in the impact of default options on low-carbon consumption decisions; default options with ecological feedback better nudge individuals to make low-carbon consumption decisions; when ecological values are low, the nudging effect of default options and ecological feedback on low-carbon consumption decisions is the most significant. This article expands the application boundary of digital nudging technology in the field of environmental protection and provides nudging suggestions for platform enterprises. By setting default options and combining interface ecological information visualization, multi-channel enterprise promotion and interactive experience, it can effectively reduce users’ decision-making costs and strengthen their ecological value recognition, achieving effective intervention in users’ low-carbon behaviors.