「輕推」政策工具影響民眾親環境行動之分析： 以社區家戶垃圾分類為例

Abstract

永續的廢棄物管理是當前世界範圍內廣泛存在、具有急迫性的公共議題。其中垃圾分類作為實現該目標的基本策略，被大多數國家政府推行。中國大陸的垃圾分類制度實施至今業已二十餘年，本文將之劃分為「試點自願」和「推廣強制」兩個階段，在理論和實務的發展中既有與其他國家之共通性問題也兼有其獨特性問題。一個現實的問題是：具有分類意願的民眾一定會產生實際分類行為嗎？ 有鑑於此，本文首先透過文獻回顧釐析中國大陸垃圾分類治理的發展歷程、制度設計，其次以計畫行為理論視角具體討論了民眾的分類行為及意圖-行為差距，隨後結合實務中的問題確定民眾的心裡謬誤，運用行為經濟學的「輕推」策略設計了兩種介入方案，並藉由實地實驗和半結構式深度訪談的研究方法，具體檢驗其對民眾垃圾分類意圖和行為的影響效果，以期探索彌合意圖與行為之間的差距、進一步促進民眾實際參與分類的新途徑。研究結果顯示，計畫行為理論能很好地用於分析垃圾分類行為，且兩種輕推策略與提高分類行為之間不僅存在正相關性更被證明具有因果關係。實施「社會規範輕推」的實驗組後測分類意圖顯著高於前測，表明輕推干預提高了分類意圖，在一個社區中證明了該策略能有效提高民眾分類意圖。實施「程序性資訊輕推」和「社會規範輕推」的四個實驗組後測分類行為均顯著高於前測，且兩個控制組在實驗前後的組內差異均不顯著，可以排除其他因素的干擾，支持了輕推的有效性。 本研究結果初步揭示了輕推策略作為彌合垃圾分類意圖-行為差距有效途徑的可能性，以及作為進一步提升民眾垃圾分類參與的新路徑和有益補充的可能性，為政府決策者在傳統的管制、獎勵等模式之外初步探索了一條新的、來自心理層面的路徑，有助於實現垃圾分類治理的再進步。最後基於以上結果提出了更加重視輕推政策工具並積極將其與傳統政策工具結合使用的政策建議。

Sustainable waste management is a widespread and urgent public issue globally. Garbage sorting, as a fundamental strategy to achieve this goal, has been implemented by governments in most countries. The waste sorting system in mainland China has been in place for over twenty years, and this thesis divides its development into two phases. The development of waste sorting in China presents both commonalities with other countries and unique issues. A practical question arises: Do individuals with the willingness to sort waste necessarily engage in actual sorting behavior? In light of this, this thesis first reviews the development process and institutional design of waste sorting governance in mainland China through a literature review. Secondly, from the perspective of the Theory of Planned Behavior, it discusses the gap between people's intention to sort and their actual sorting behavior. Subsequently, it identifies the psychological biases of the public in practice and designs two intervention schemes using behavioral economics' "nudge" strategies. These schemes are empirically tested through field experiments and semi-structured in-depth interviews to examine their impact on the public's intention and behavior in waste sorting. The aim is to explore new ways to bridge the gap between intention and behavior and further promote actual public participation in sorting. The research results indicate that the Theory of Planned Behavior is effective in analyzing waste sorting behavior. The two nudge strategies not only show a positive correlation with increased sorting behavior but also demonstrate causality. Post-test sorting intentions in the experimental group that implemented the "Norms and Messenger Nudges" were significantly higher than pre-test intentions, indicating that nudge interventions increased sorting intentions. This strategy was proven effective in enhancing public sorting intentions within a community. Post-test sorting behaviors in the four experimental groups that implemented "Procedural Prompts Nudges" and "Norms and Messenger Nudges" were significantly higher than pre-test behaviors. Additionally, the two control groups showed no significant intra-group differences before and after the experiment, excluding other interfering factors and supporting the effectiveness of the nudges. The findings of this study preliminarily reveal the potential of nudge strategies as effective means to bridge the intention-behavior gap in waste sorting and as beneficial supplements and new pathways to further enhance public participation in waste sorting. For policymakers, the study explores a new psychological approach beyond traditional regulation and incentive models, contributing to the advancement of waste sorting governance. Finally, based on these results, this thesis proposes policy recommendations that emphasize the importance of nudge policy tools and actively combine them with traditional policy tools.