Rebound vs Gateway Effects of Pro-Environmental Behavior

许多资源已经投入到通过教育、营销和经济激励来促进自愿采用环保行为（PEBs）的项目中。然而，这种投资受到潜在反弹效应的威胁，即最初采用PEB会使随后采用PEB的可能性降低，因为个人觉得被许可以不利于环境的方式行事。另一方面，最初的PEB实际上可能会通过加强亲环境的身份来激励后续PEB的采用，从而导致门户效应。门户与反弹效应的存在对环境保护计划的有效性和通过能源效率和节约来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复杂的结果，并且由于依赖于相关设计以及对促进和支持这些影响的心理和情境因素的不完整调查而受到限制。该项目的跨学科研究团队（认知与社会心理学、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，创建并测试了积极和消极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？反弹和通道效应发生的心理过程是什么？在什么条件下最可能出现回弹和关口效应？这项研究采用了一种混合方法，结合了在实验室和实地环境中进行的实验和调查，使用了不同的人群。研究成果通过期刊文章、研讨会和针对政策制定者和现实世界决策者的出版物传播。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。通过对产生反弹效应的情况的了解，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项目的倡议提供资金的见解。通过识别产生门户效应的情况，结果将表明，何时可以期望促进一个简单的PEB成为通往更苛刻的PEB的门户。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专业设计的交流指南获得信息，该指南以无障碍语言总结了研究成果。与公司和社区组织的合作伙伴关系有助于将项目发现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.