From Temporary Rationality to Sustainable Irrationality: Nudging for Lasting Pro-Environmental Behaviour in Hedonic Settings

从暂时理性到可持续非理性：在享乐环境中推动持久的环保行为

• 批准号: 2887610
• 金额: --
• 依托单位: University of Surrey
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2023
• 资助国家: 英国
• 起止时间: 2023 至 无数据
• 项目状态: 未结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-2887610
• 关键词: Temporary; Rationality; Sustainable; Irrationality; Nudging

Climate action failure has been ranked the most critical threat to the world in the World Economic Forum Global Risk Report (WEF, 2022). Being responsible for the growing 8 per cent of global anthropogenic greenhouse gasemissions (Lenzen et al., 2018), the tourism industry needs to change in order to tackle climate change. Tourism provides an important research subject for pro-environmental behaviour (PEB) as consumers are more open to new information when they are immersed in a new environment - as is the case when people travel to places outside their familiar environment. Researchers can therefore disrupt the cues linked to habitual behaviour, by using behavioural interventions to increase PEB (Verplanken et al., 2008). In addition, tourism can be described as a hedonistic context where people are more likely to focus on their enjoyment rather than thinking about the consequences of their choices, presenting a tendency to act less environmentally friendly (Dolnicar, 2020; Miao & Wei, 2013). Despite the long history of research into sustainable travel behaviour, research on decision-making in hedonic contexts is scarce (Miao & Wei, 2013), and the number of interventions tested in field experiments in tourism accommodations is far from sufficient (Demeter et al., 2023). Moreover, research has focused on a limited range of behaviours in an isolated and cross-sectional manner, not addressing the idiosyncratic complexities of PEB. The proposed PhD project investigates the development and use of nudges to shift consumers' behaviours in an environmentally friendly and, importantly, lasting manner. Drawing on spillover, moral licensing and cleansing theory, I will explain why people's prior moral behaviour sometimes leads them to continue acting the same way (spillover effect) and other times frees them to act contrary to the initial behaviour (licensing and cleansing). Most importantly, it is unclear under which conditions what temporal effect is likely to occur. For instance, if a consumer chooses at the booking stage to offset the carbon footprint of their hotel accommodation, are they sequentially more or less likely to engage in other PEB during their stay? Through this lens, I will examine the temporal and causal effects of decision-making, contributing to understanding the temporality of decision-making in hedonic contexts. The collaboration with the global hotel chain Radisson Hotel Group, enables me to conduct field experiments at different stages of the consumer journey: before the travel, during the stay at the hotel, and after the stay when consumers are back home in their familiar environment. Using this approach I will cover pre-, in-, and post-stay consumer behaviour rather than just focusing on one stage of the travel sequence. This will allow me to examine how the consumers' behaviours are intertwined and how one decision at one stage of the travel sequence can positively or negatively affect behaviour at a later point in time. The proposed doctoral project will provide a novel practical experimental framework for the academic and private sectors, addressing the research gap on how to encourage lasting PEB throughout different phases of the consumer journey. I set out to contribute to existing research with applicable, easily implementable, and generalisable findings, to maximise the impact of the doctoral study. As a consequence, the results of this project will have a positive environmental impact because creating lasting PEB will aid businesses in lowering their greenhouse gas emissions. Beyond this positive impact on the environment, the research will also contribute to academia as it will help better understand the temporality of decision-making in a hedonistic setting.

世界经济论坛全球风险报告（WEF，2022）将气候行动失败列为对世界最严重的威胁。全球人为温室气体排放量不断增长 8%（Lenzen 等人，2018 年），旅游业需要做出改变，以应对气候变化。旅游业为亲环境行为（PEB）提供了一个重要的研究课题，因为当消费者沉浸在新环境中时，他们对新信息更加开放——就像人们去熟悉环境之外的地方旅行时一样。因此，研究人员可以通过行为干预来增加 PEB，从而破坏与习惯行为相关的线索（Verplanken 等，2008）。此外，旅游业可以被描述为一种享乐主义环境，人们更有可能关注自己的享受，而不是考虑自己选择的后果，表现出一种不太环保的倾向（Dolnicar，2020；Miao & Wei，2013） 。尽管可持续旅游行为的研究历史悠久，但对享乐环境下决策的研究却很少（Miao & Wei，2013），而且在旅游住宿的现场实验中测试的干预措施数量还远远不够（Demeter et al.，2013）。 ，2023）。此外，研究以孤立和横截面的方式集中于有限范围的行为，而不是解决 PEB 的特殊复杂性。拟议的博士项目研究了推动的开发和使用，以环境友好且重要的是持久的方式改变消费者的行为。借鉴溢出、道德许可和净化理论，我将解释为什么人们先前的道德行为有时会导致他们继续以同样的方式行事（溢出效应），而有时又会导致他们采取与最初行为相反的行为（许可和净化）。最重要的是，尚不清楚在什么条件下可能会发生什么时间效应。例如，如果消费者在预订阶段选择抵消酒店住宿的碳足迹，那么他们在住宿期间参与其他 PEB 的可能性是否会依次增加或减少？通过这个视角，我将研究决策的时间和因果影响，有助于理解享乐背景下决策的时间性。与全球连锁酒店丽笙酒店集团的合作，使我能够在消费者旅程的不同阶段进行实地实验：旅行前、入住酒店期间以及入住后消费者回到熟悉的环境中。使用这种方法，我将涵盖入住前、入住中和入住后的消费者行为，而不仅仅是关注旅行序列的一个阶段。这将使我能够研究消费者的行为是如何交织在一起的，以及旅行序列的一个阶段的一个决定如何对以后某个时间点的行为产生积极或消极的影响。拟议的博士项目将为学术界和私营部门提供一个新颖的实用实验框架，解决如何在消费者旅程的不同阶段鼓励持久的 PEB 的研究空白。我着手为现有研究做出贡献，提供适用的、易于实施的和可推广的研究结果，以最大限度地发挥博士研究的影响。因此，该项目的结果将对环境产生积极的影响，因为创建持久的 PEB 将帮助企业降低温室气体排放。除了对环境产生积极影响之外，该研究还将对学术界做出贡献，因为它将有助于更好地理解享乐主义环境中决策的暂时性。