Development of Persuasion Techniques for Improving Intentions of Environment-Conscious Behavior

本研究考察了环境问题集体应对行为意向的决定因素，需要开发改善行为意向的说服技术。Fukada & Tozuka（2001）的集体保护动机模型预测，集体应对环境问题的行为意向应由8个认知因素（严重性、脆弱性、有效性、成本、行动能力、责任、从业者比例和规范）决定。研究1表明，除规范外，还有7种认知因素影响日本大学生集体应对行为意向。最显著的结果是行动能力的积极影响和成本的消极影响。由此证明，集体保护动机模型对预测集体应对行为意图具有显著的实用价值（R^2= 0.43 ~ 0.66）。研究2中，威胁评价（严重性与脆弱性相结合）和应对评价（有效性与成本相结合）对日本男大学生集体应对行为意愿有促进作用，社会评价（实践者比例与规范相结合）对日本男大学生集体应对行为意愿有微弱促进作用。研究3表明，集体保护动机模型对预测中国大学生集体应对行为意愿有轻微的帮助（R^2= 0.20 ~ 0.42）。研究4在日本大学生中证明了集体保护动机模型和Hirose（1994）的模型优于Koike等（2003）的模型。在研究5中，中国高中生、大学生和成年女性与研究4中日本大学生的结果非常相似。本研究表明，集体保护动机模型有助于开发说服技术，以改善环境意识行为的意图。

This study examined the determinants of collective coping behavioral intentions toward environmental problems needed to develop persuasion techniques for improving behavioral intentions. Fukada & Tozuka's (2001) collective protection motivation model predicts that collective coping behavioral intentions toward environmental problems should be determined by 8 cognitive factors (severity vulnerability efficacy, cost, ability to act, responsibility, practician ratio, and norm). In study 1, it was demonstrated that 7 cognitive factors except norm influenced collective coping behavioral intentions among Japanese college students. The most remarkable results were a positive influence of ability to act and a negative influence of cost. Thus it was proved that the collective protection motivation model was considerably useful for predicting collective coping behavioral intentions (R^2=.43〜.66). In study 2, threat appraisal (a combination of severity and vulnerability) and coping appraisal (a combination of efficacy and cost) promoted collective coping behavioral intentions among Japanese male and female college students, and social appraisal (a combination of practician ratio and norm) marginally promoted intentions among Japanese male college students. In study 3, it showed that the collective protection motivation model was slightly useful for predicting collective coping behavioral intentions among Chinese college students (R^2=.20〜.42). In study 4, it proved that the collective protection motivation model and Hirose's (1994) model were superior to Koike et al.'s (2003) model among Japanese college students. In study 5, Chinese high school students, college students, and adult females showed very similar results with Japanese college students from study 4. This study suggested that the collective protection motivation model was useful to develop persuasion techniques for improving intentions of environment-conscious behavior.