可回收外卖盒外文文献翻译.docx
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可回收外卖盒外文文献翻译.docx
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可回收外卖盒外文文献翻译
可重复使用的外卖盒外文翻译2018-2019
英文
Socialinfluencefosterstheuseofareusabletakeawaybox
MichaelDorn,SabrinaStockli
Abstract
Thesevereecologicalandeconomicconsequencesofdisposabletakeawaycontainerscallfortheimplementationofeffectiveinterventions:
namely,theuseofreusabletakeawayboxes.Thepresentfieldstudyexaminedhowsocialinfluencedeterminedwhethercustomerschoseareusableoradisposabletakeawayboxatatakeawayrestaurant.Weunobtrusivelyrecordedthetakeawaypackagingchoices(reusablevs.disposable)ofcustomersoverlunchtimesduringaperiodoffourweeks.Weoperationalizedsocialinfluenceintwoways.First,wemanipulated socialnorms.Forhalfofthefielddays,weaddedanormativemessagetotheexistinginformationalmaterialonthecounterofthetakeawayoutlet.Second,weobserved socialmodeling byrecordingwhetherthetakeawaypackagingchoicetookplaceinthepresenceofothercustomersusingareusabletakeawaybox.Theresultsweremixed:
Ononehand,wefoundnoeffectfromthemanipulatedsocialnorm,whichwediscussinthelightofpastinterventionsusingsocialnormmessages.Ontheotherhand,wefoundaneffectoftheobservedsocialmodeling:
witnessingothersusingareusabletakeawayboxincreasedtheoddsofchoosingoneoneself.Thisfindingdemonstratestheimportanceofgettingcustomerstoperformthedesiredbehavior,toserveassocialrolemodelsforothers.
Keywords:
Consumerwaste,Behavioralchange(Interventions),Socialinfluence,Socialnorm,Socialmodeling
1. Introduction
Inindustrializedcountries,packagingoftakeawayfoodsandbeveragesconstitutesthelargestproportionoflitterinpublicareas.InSwitzerland,morethan50%oflitterismadeupoftakeawayfoodandbeveragepackaging(Heebetal.,2004, WältiandAlmeida,2016).Inadditiontoitsecologicalconsequences,publiclitteringcostsSwisscommunitiesandtheSwisspublictransportsystemsaround$200millionannually.Dealingwithdiscardedpackagingfromtakeawayfoodsandbeveragesalonecosts$107millionannually.Incomparison,litteredcigarettesgenerateonlyabouthalfthesecosts(BergerandSommerhalder,2011).Todate,variousgovernmental,for-profit,andnon-profitorganizationshaveintroducedmeasurestosolvethisecologicalandeconomicproblem.Oneexampleistheintroductionofreusabletakeawayboxsystems.Forexample,RECIRCLE allowscustomersofparticipatingrestaurantstotakeawaytheirfoodinareusablebox.Strictlyspeaking,customersrentthetakeawayboxforabout$10andcaneitherreturnittoanycollectionbinafteruseandgetbackthe‘rentalfee’,orreuseit.Sofar,variousinformationalmaterials(e.g.,flyers,signsandwobblers)havebeenusedtoencouragetheuseofthesystem.Yetitremainschallengingtoeffectively‘nudge’(see ThalerandSunstein,1999)customers’behaviorinthedirectionofmoreenvironmentalpackagingoptions.
Fromtheperspectiveofbehavioralchange(intervention)literature(e.g., Michieetal.,2011, Schultz,2014, StegandVlek,2009),itisunclearwhetherinformationalmaterialaloneeffectivelychangesbehavior.Thisbodyofliteraturecomprisesvariousinterventiontypesthatfostersustainableconsumerbehavior.(Forcomprehensivereviewsoftheseinterventiontypes,seee.g., Abrahamseetal.,2005, HomburgandMatthies,1998, OsbaldistonandSchott,2012, Schultz,2014.)Informationalinterventionisbyfarthemostfrequentlyappliedandinvestigatedtypeofinterventiontopromotesustainableconsumerbehavior(e.g., Schultz,2002, Abrahamseetal.,2005, Coxetal.,2010, McKenzie-Mohr,2011).Thisinterventiontypeisbasedontheideathatlearninginformationaboutthenegativeconsequencesofanundesiredbehaviorandthepositiveconsequencesofadesiredbehaviorwillcauseproblemawarenessandthuschangebehavior.Paradoxically,however,informationalinterventionsareamongtheleasteffectiveinterventiontypes.A meta-analysis comparingcommoninterventiontypesrevealsarelativelylowaverageeffectsizeforinformationalinterventionssuchasinstruction(g = 0.31)andjustifications(g = 0.41)(OsbaldistonandSchott,2012).Nevertheless,informationalinterventionsarelikelytobesuccessfulwhencombinedwithotherinterventionstypes(KollmussandAgyeman,2002, McKenzie-Mohr,2011, Stegetal.,2008).
Anarguablypromisinginterventiontypetocombinewithinformationalinterventionsissocialinfluence.Theeffectofsocialinfluenceinterventionsisbasedontheideathatpeoplehaveanurgetoaligntheirbehaviortothewordsandactionsofothers(Asch,1956, Burger,2009, Milgram,1964).Afamousdemonstrationofthepowerofsocialinfluenceshowsthatwhenasinglepedestrianisgawkingupwards,about4%ofpassersbyaligntheirbehaviortohisorherbehavior.However,ifthecrowdofgawkersgrowstoadozen,around40%ofpassersbyjoinin(Milgrametal.,1969).
Forinterventionswhichareintendedtofostersustainable behavior,socialinfluenceisoftenexertedbymeansofsocialnormsorsocialmodeling.(Forareviewsee,e.g., AbrahamseandSteg,2013, McDonaldandCrandall,2015.)Socialnorminterventionsapplyrulesandstandardsthatguidepeopleintheirbehaviorbysignalingwhatthemajoritydoes(descriptivenorm)orwhatthemajority(dis)approvesof(injunctivenorm).Apparentlyinterventionsaremosteffectivewhentheycombineboththedescriptiveandtheinjunctivenorm(Griskeviciusetal.,2008, Schultzetal.,2008, Schultzetal.,2007).
Socialmodelinginterventionsuseaconfederatetoactasamodel;theconfederateperformsadesirablebehavioranticipatingthatotherswillengageinthisbehaviorwhentheyobserveit.Interventionsareparticularlyeffectivewhenthedemonstratedbehaviorisrelevant,meaningfulandeasy,aswellaswhenmorethanonemodeldisplaysthetargetbehavior(AbrahamseandSteg,2013, SussmanandGifford,2013).
Ameta-analysiscomparingcommoninterventiontypesseemstoconfirmtheeffectivenessofsocialinfluence,asitfoundthatsocialinfluenceinterventions–mainlysocialmodeling–aremosteffectiveinfosteringsustainablebehavior(g = 0.63; OsbaldistonandSchott,2012).Notethatameta-analysisspecificallycomparingsocialinfluenceinterventionsshowsthatsocialmodelingismoreeffectiveinfosteringsustainablebehaviorthansocialnorms(AbrahamseandSteg,2013).Nevertheless,socialnorminterventionshavebeentestedrelativelyoftenandfoundtobesuccessful.Mostlikelythisisbecausetheyareparticularlyeasytoimplementatlargescale(e.g., Goldsteinetal.,2008, Griskeviciusetal.,2008, Mortensenetal.,2017, Nolanetal.,2008, Schultzetal.,2008, Schultzetal.,2007, SparkmanandWalton,2017).
Giventhepowerofsocialnormsandsocialmodeling,wearguethatsocialinfluenceinterventionsareparticularlyusefulinasocialcontextsuchasapublictakeawayoutlet.Decidingontakeawaypackagingispublicascustomershaveto
(1)announcetheirtakeawaypackagingchoicepubliclytoavendorand
(2)exposetheirtakeawaypackagingchoicetothepublicuntilmealtimeisover.Infact,themerepresenceofotherscaninduceadesiretomanageone’simpression(Argoetal.,2006, Latané,1981, WhiteandDahl,2006).Interestingly,ithasbeenfoundthatpeoplefeelparticularlycompelledtoconformtoprevalentsocialinfluenceinthesocialcontextofarestaurant(ArielyandLevav,2000, Hamermanetal.,2018).Althoughextensiveempiricalevidencestressestheimpactofsocialmodelingongeneralfoodconsumptioninrestaurants(e.g.,foodintake;seee.g., ArielyandLevav,2000, Cruwysetal.,2015),thereisnoevidenceoftheeffectofsocialmodelingonsustainablebehaviorinrestaurants.Incontrast,theimpactofsocialnorminterventionsonsustainablebehaviorinrestaurantsiswelldocumented.Infact,fieldstudiesshowthatnormativemessagesonbuffetsortables successfullycompelpeopletoreducetheirfoodwaste(KallbekkenandSælen,2013, Stöcklietal.,2018).
Note,however,thatsocialmodelingiswelldocumentedforpromotingsustainablebehaviorsinothercontexts.Seeingothersputtingtheirsodacansinthetrash,forinstance,makesitlesslikelythatonewillleaveone’sowncaninthestreet(Geller,1990).Likewise,beingexposedtoconfederates’ composting behaviormakesitmorelikelythatonewill compost aswell(SussmanandGifford,2013).Also,observingothersturningoffthewaterwhilesoapingupinashowerroomcaninducethesamebehavior(AronsonandO’Leary,1982–83).
Thisresearchaimstotestwhethersocialnormsandsocialmodelingcanbeeffectivelyusedtopromotetheuseofreusable(vs.disposable)takeawayboxes.Thus,ourhypothesesareasfollows:
H1:
Peoplearemorelikelytochooseareusable(vs.disposable)takeawayboxwhentheyareexposedtoinformationalmaterialadvertisingthereusableboxes with anormativemessagecomparedto without anormativemessage.
H2:
Peoplearemorelikelytochooseareusable(vs.disposable)takeawayboxwhentheyexperienceothercustomerschoosingorusingareusable(vs.disposable)takeawayboxcomparedtowhentheyexperiencecustomerschoosingorusingonlydisposabletakeawayboxes.
Totestourhypotheses,weoperationalizedsocialinfluenceintwoways.First,wemanipulated socialnorms. Thatis,wetestedwhetherasocialnormmessageismoreeffectivethananinformationalmessageinadvocatingtheuseofareusabletakeawaybox.Second,weobserved socialmodeling toaccountfor‘real-life’demonstrationsoftheuseofreusabletakeawayboxesbyothercustomers.
2. Method
2.1. Design,procedureandsample
ThefieldstudywasruninanAsiantakeawayrestaurantinaSwisscityoveraperiodoffourweeks
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