基于政策体验效用的居民绿色生活方式驱动机理与引导政策研究

推动形成绿色生活方式，是坚持和贯彻新发展理念的必然要求，是建设美丽中国的重要基石。洞察微观主体行为驱动机理并设计有效的引导政策，推动居民自觉践行绿色生活方式是亟待研究的重要课题。本项目在识别政策体验效用的多维属性与结构特征的基础上，构建并验证融合政策体验效用和社会互动的居民绿色生活方式驱动机理理论模型；设计经济偏向型、情感偏向型、符号偏向型、环境偏向型和组合交互型政策，通过随机干预实验和多Agent仿真测度不同政策干预下居民绿色生活方式的转移概率矩阵，揭示居民绿色生活方式互动决策的群体涌现规律和个体分异特征，明晰触发绿色生活方式的现实政策条件和最优路径；最终设计并论证促进居民绿色生活方式的政策干预方案。本项目研究可促进体验效用和社会互动理论在政策效用评估和行为干预领域的实践应用，拓展私人领域环境政策和环境行为研究的视角、内容和方法，为有效引导居民绿色生活方式提供理论支持和经验支撑。

Promoting the green lifestyles is an inevitable requirement for upholding and implementing the new development concept. Moreover, it is also an important cornerstone for building a beautiful China. It is an urgent and significant issue to find the driving mechanism of micro subject behavior and then design effective guiding policies to encourage residents to practice green lifestyles consciously. In this study, after identifying the multidimensional attributes and structural characteristics of policy experienced utility, a theoretical model of residents’ green lifestyle driving mechanism which integrates policy experienced utility and social interaction was constructed and verified. Afterwards, the economic biased, emotional biased, symbol biased, environmental biased and mixed policies were designed according to the theoretical model. The transition probability matrix of residents’ green lifestyles under different policy interventions was then measured through a random intervention experiment. Besides, a multi-agent simulation was conducted with an interactive decision process proposed. It aimed to reveal the group emergence law and individual differentiation characteristics of interactive decision-making of residents’ green lifestyles and find the realistic policy conditions and the optimal path to promote green lifestyles. At last, policy intervention programs were designed and verified to promote residents’ green lifestyles. This study can promote the practical application of experienced utility and social interaction theory in the field of policy utility evaluation and behavior intervention. It can also expand the perspectives, content and methods of environmental policy and environmental behavior research in the private sector, and provide theoretical and empirical support for effectively guiding residents’ green lifestyles.