碳中和背景下“互联网+植树”的公众参与意愿及其对政府和企业主导模式的选择

doi:10.19741/j.issn.1673-4831.2022.0291

摘要/Abstract

摘要： 为进一步激发公众在碳中和背景下参与植树造林的积极性,基于知信行理论和计划行为理论,采用问卷调查法并运用结构方程模型,实证分析公众参与不同"互联网+植树"模式的意愿动因及其行为选择。将我国现有的"互联网+植树"模式归纳为2种,分别是以"蚂蚁森林"为代表的企业主导模式和以"互联网+全民义务植树"为代表的政府主导模式。通过实证结果可知:环境认知和感知行为效能显著正向影响公众参与态度;态度和感知行为效能显著正向影响公众参与意愿;感知行为效能可以直接或间接激发公众参与意愿。主观规范对公众参与态度和意愿都没有显著影响,即外部环境并不能有效激励公众的参与行为。参与意愿显著正向影响2种模式下的公众参与行为,但选择参与"蚂蚁森林"行为的路径系数要大于"互联网+全民义务植树"的路径系数。最后,提出"互联网+植树"应当通过普及环境知识、打造融合平台、开辟互动渠道等方法来促进公众参与行为的提升。

关键词: 碳中和, "互联网+植树", 企业主导模式, 政府主导模式, 计划行为理论, 感知行为效能

Abstract: To further improve the public's enthusiasm for participating in afforestation in the context of carbon neutrality, based on the model of knowledge, attitude and practice (KAP) and the theory of planned behavior (TPB), this paper adopted questionnaire survey and structural equation model to empirically analyze the motivation and behavior choice of public participation in the existing mode of "Internet + Tree Planting" in China:the enterprise-led model represented by "Ant Forest" and the government-led model represented by "Internet + National Voluntary Tree Planting". The results are as follows:Environmental cognition and perceived behavioral efficacy significantly and positively affected the public participation attitude; Attitudes and perceived behavioral efficacy significantly and positively affected public participation intention; Perceived behavioral efficacy can directly or indirectly stimulate the public's participation willingness. Subjective norms have no significant influence on public participation attitude and willingness, that is, external environment can not effectively stimulate public participation behavior. Participation willingness plays a significant role in the public participation behavior under the two models, but the path coefficient of "Ant Forest" behavior was greater than that of "Internet + National Voluntary Tree Planting". Finally, "Internet + Tree Planting" should promote public participation by popularizing environmental knowledge, creating integrated platforms and opening interactive channels.

Key words: carbon neutrality, "Internet + Tree Planting", enterprise-led mode, government-led mode, theory of planned behavior, outcome efficacy

中图分类号:

X24
F326.2

张文瑞, 张智光. 碳中和背景下“互联网+植树”的公众参与意愿及其对政府和企业主导模式的选择[J]. 生态与农村环境学报, 2022, 38(8): 992-1001.

ZHANG Wen-rui, ZHANG Zhi-guang. Public Participation Willingness of “Internet + Tree Planting” and Dominant Mode Selection in Government and Enterprise under the Background of Carbon Neutrality[J]. Journal of Ecology and Rural Environment, 2022, 38(8): 992-1001.

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