Rebound vs Gateway Effects of Pro-Environmental Behavior

许多资源已投入到通过教育、营销和经济激励措施促进自愿采用亲环境行为（PEB）的计划中。然而，这种投资受到潜在的反弹效应的威胁，通过这种反弹效应，最初采用PEB使得后续PEB的采用不太可能，因为个人觉得被授权以环境适得其反的方式行事。另一方面，最初的PEB实际上可能会通过加强环保身份来激励后续PEB的采用，从而产生网关效应。网关与反弹效应的存在对环境保护计划的有效性以及通过能源效率和保护减少温室气体排放的努力具有深远的影响。迄今为止的研究产生了好坏参半的结果，并一直受到依赖于相关设计和不完整的调查，促进和支持这些影响的心理和情境因素的限制。该项目的跨学科研究团队（认知和社会心理学，决策理论和法律）借鉴了与身份，情感，道德自我调节和多种决策模式相关的现有理论，以创建和测试积极和消极的亲环境行为溢出的综合理论。采用PEB是否会影响个人采用后续PEB的可能性？反弹和关口效应发生的心理过程是什么？在什么情况下最有可能出现反弹和关口效应？该研究采用了混合方法，结合了实验室和现场环境中进行的实验和调查，使用不同的人群。研究结果通过期刊文章、讲习班和出版物传播，以政策制定者和现实世界的决策者为目标。 这项研究的结果为基于证据的环境政策提供了基础，减少了适得其反的结果或错失机会的可能性。通过了解引起反弹效应的情况，该项目的结果为政府和私营机构提供了关于为可能更好地用于其他政策和计划的举措提供资金的见解。通过识别产生网关效应的情况，结果将表明，当一个简单的PEB的推广可以预期是一个网关，以更苛刻的PEB。传播计划包括有针对性的出版物和专门的讲习班。政府、非营利组织和商业部门的决策者也可以通过一个专业设计的交流指南接触到，该指南以无障碍语言概述了研究结果。与企业和社区组织的伙伴关系有助于将项目成果转化为现实世界的示范项目。

Many resources have been invested in programs to promote the voluntary adoption of pro-environmental behaviors (PEBs) through education, marketing, and economic incentives. Such investments, however, are threatened by the potential for rebound effects, by which the initial adoption of a PEB renders the adoption of subsequent PEBs less likely because the individual feels licensed to behave in environmentally counterproductive ways. On the other hand, an initial PEB may actually motivate the adoption of subsequent PEBs by reinforcing a pro-environmental identity, leading to gateway effects. The existence of gateway vs. rebound effects has profound implications for the effectiveness of environmental conservation programs and efforts to reduce greenhouse gas emissions through energy efficiency and conservation. Research to date has generated mixed results and has been limited by a reliance on correlational designs and by an incomplete investigation of the psychological and situational factors that facilitate and underlie these effects. The interdisciplinary research team for this project (cognitive and social psychology, decision theory, and law) draws on existing theories related to identity, emotions, moral self-regulation, and multiple modes of decision making to create and test a comprehensive theory of positive and negative pro-environmental behavior spillover. Does the adoption of a PEB affect the likelihood that an individual will adopt a subsequent PEB? What are the psychological processes by which rebound and gateway effects occur? Under what conditions are rebound and gateway effects most likely to occur? The research employs a mixed-methods approach that combines experiments and surveys conducted in both laboratory and field settings, using diverse populations. Research findings are disseminated through journal articles, workshops, and publications targeting policy makers and real-world decision makers. The results from this research provides a foundation for evidence-based environmental policy that reduces the likelihood of counterproductive results or missed opportunities. By generating an understanding of the situations that give rise to rebound effects, the project's results provide insight to governments and private institutions about funding for initiatives that may be better spent on other policies and programs. By identifying the situations that give rise to gateway effects, the results will suggest when the promotion of one easy PEB can be expected to be a gateway to more demanding PEBs. The dissemination plan includes targeted publications and a dedicated workshop. Decision and policy makers in the government, non-profit and business sectors are also reached through a professionally designed communications guide that summarizes research findings in accessible language. Partnerships with corporate and community based organizations help transfer project findings into real-world demonstration projects.