The Influence Of Environmental Values On Pro-environmental Behavior:The Function Of Nudging

Background: pro-environmental behavior is a human activity expressed or shaped by people with the intention of protecting the environment or preventing the deterioration of the environment.Research shows that attitudes and behaviors towards eco-environmental issues are based on people's most common values.Biosphere values and altruistic values have a significant positive effect on proenvironmental behavior.Other studies have found that nudging can make people make more environmentally friendly choices and behaviors.There is no empirical study to verify whether there is an interaction between booster and environmental values,and whether there are differences between high and low values individuals under nudge intervention.Objective: Study 1 examines the influence of environmental values on pro-environmental behavior,and study 2 examines the level of environmental values and the influence of nudging on pro-environmental intention and proenvironmental behavior.Methods: In study 1,the environmental values of 645 college students were measured by questionnaire,and 40 students in high and low environmental values groups were selected to measure their pro-environmental behavior.Study 2 is 2(environmental values: high environmental values group vs.Low environmental values group)× 2(intervention mode :routine group vs.nudge group).The experimental design between the two factors,and the dependent variables are proenvironmental intention and pro-environmental behavior level.Results: Study 1 found that individuals with high environmental values showed more pro-environmental intentions and pro-environmental behaviors than those with low environmental values.Study 2 found that in terms of proenvironmental intention,the subjects in the nudge group showed more obvious pro-environmental intention,while the high environmental values group showed more obvious proenvironmental intention.Simple effect analysis found that compared with the conventional group,the nudge group showed more obvious pro-environmental intention;in the proenvironmental behavior,the subjects in the nudge group showed more pro-environmental behavior.Simple effect analysis showed that there was no significant difference between high environmental values routine group and high environmental values nudge group,but there was significant difference between low environmental values group and nudge group.Conclusion:(1)There is a separation between proenvironmental intention and behavior,and the level of environmental values under different intervention methods can not affect the individual's pro-environmental intention,but can affect the pro-environmental behavior.(2)Environmental values affect individual pro-environmental intention and behavior.Compared with low environmental values,individuals with high environmental values are more likely to make pro-environmental intentions and proenvironmental behaviors.(3)Under nudge intervention,the individual pro-environmental intention and pro-environmental behavior will be improved.(4)The level of pro-environmental behavior of individuals with low environmental values is faster than that of individuals with high environmental values.