Research On The Mechanism Of Spillover Effect Of Pro-environmental Behavio

With the growing environmental problems,governments and various environmental organizations call on people to make a fundamental change in their daily life style towards sustainable direction.In this context,it is very necessary to study how to encourage people to actively adopt broad pro environmental behaviors,including simple pro environmental behaviors,more difficult but more effective difficult pro environmental behaviors,and the spillover effect of pro environmental behaviors provides a practical and feasible method to solve this problem.The spillover effect of the environmental friendly behavior believes that the environmental friendly behavior that individuals participated in in the past can catalyze their further one or more kinds of environmental friendly behaviors,that is,to change the original non environmental behavior of individuals through a few environmental friendly behaviors.The spillover of pro environmental behavior encourages the individual’s pro environmental behavior from the perspective of self behavior and psychology,avoids the expensive but ineffective administrative regulation measures,and plays the role of "shifting the weight between two and four".Some studies have shown that it is a more effective way to stimulate individual’s environmental friendly behavior by using the signal effect of past environmental friendly behavior.Because this signal implies the identity of "environmentalists",it enhances the internal motivation of individuals to perform subsequent pro environmental behaviors.However,previous studies only preliminarily verified the signaling effect of past environment-friendly behaviors,but failed to explore whether this signaling effect can stimulate more extensive environment-friendly behaviors of individuals,and also lacked in-depth research on its spillover process mechanism and regulation mechanism.Therefore,this study will explore the spillover effect,multiple spillover mechanism and regulatory mechanism of the signal effect of past environment-friendly behaviors on other environmental behaviors of consumers based on signal theory,taking simple environment-friendly behaviors as an example,through questionnaire survey and experimental research,in order to provide more solid theoretical support and implementation reference for using the signal effect of past environment-friendly behaviors.Study 1 explored the spillover effect and spillover mechanism of the past simple pro environmental behaviors on the subsequent difficult pro environmental behaviors through a questionnaire survey.Smart PLS 3.0 is used to conduct an empirical analysis on the results of the questionnaire,and to test the spillover effect of simple pro environmental behaviors in the past,the intermediary effect of environmental selfidentity and environmental self-efficacy.The results showed that:(1)The simple pro environmental behaviors in the past had a positive spillover effect,that is,the simple pro environmental behaviors in the past promoted the difficult pro environmental behaviors of individuals;(2)Environmental self-identity and environmental selfefficacy play a mediating role in the process that simple pro environmental behaviors in the past positively affect difficult pro environmental behaviors in the future.Study 2 verifies the spillover effect and process mechanism of simple past environment-friendly behaviors again through the perception manipulation experiment of past behaviors,and explores the boosting role of environmental collective effectiveness.Experiment 1 verified the spillover efficiency of simple pro environment behavior in the past;On the basis of study 1,experiment 2 added environmental self-identity,environmental self-efficacy and environmental donation to reveal the intermediary mechanism of spillover effect of simple pro environmental behavior;Experiment 3 went further and verified the regulatory effect of environmental collective efficacy through a 2 * 2 two factor inter subject experiment design.The results show that:;Compared with the subjects with less behaviors,environmental collective efficacy can significantly enhance the environmental selfidentity of the subjects with more behaviors;Compared with the subjects with more behaviors,environmental collective efficacy can significantly enhance the environmental self-efficacy of the subjects with less behaviors.This study expanded the previous research on the signal effect of pro environmental behavior,revealed the spillover effect of simple pro environmental behavior on more extensive pro environmental behavior of individuals in the past,verified the intermediary role of environmental self-identity and environmental selfefficacy in this process,and excavated that environmental collective efficacy can enhance the positive role of simple pro environmental behavior on individual environmental psychology in the past.The research conclusion not only enriches the theoretical research on the spillover of environment-friendly behaviors,but also provides practical enlightenment for environmental protection departments and organizations to formulate environmental protection strategies.