The Influence Of The Moral Elevation On The Environmental Concern

Recently,the environmental pollution has become the most primary problem faced our society.Being the determinant of environmental protection behavior,the environmental concern has get researchers' attention.Though the research on the concept,structure and influence factors of the environmental concern has been more and more mature,there is no agreed conclusion because of the complexity of the concept and structure of environmental concern as well as the difference of respondents.This research constructed the dimensions of the environmental concern.Used questionnaire survey and experimental method,this paper studied the influence factors of the environmental concern from the view of the moral elevation in the hope of providing some theoretical and methodological evidence for environmental concern.The first study explored the structure of environmental concern.The result showed that the environmental concern include seven dimensions,which are environmental awareness,environmental knowledge,willingness to pay,perceived seriousness of the national environmental problems,perceived seriousness of the local environmental problems,the attitude to environmental protection measures and environmental protection behavior.Finally,the gained scale includes 30 items.The second study adapted self-made environmental concern questionnaire,experimentally induced moral elevation by showing participants video clips,explored the influence of moral elevation on the environmental concern.It was suggested that moral elevation played a positive role in promoting environmental concern,which is related to the type of the video clips.The environment-related touching videos mainly changed the inner values of the environmental concern,while the environment-unrelated touching videos mainly changed the behavioral tendency of the environmental concern.