探討以說服性溝通促進永續行動之長期效果：以利環境交通心理與行為轉變為例

Exploring Long-Term Effects of Persuasive Communication on Sustainable Action: An Example of Psychological and Behavioral Changes in Pro-Environmental Travel

鑒於私人機動運具的盛行已對自然和人居環境帶來諸多傷害，以改變人們環境意識為目標的心理策略之發展不可或缺，故本研究旨在探討「以說服性溝通促進利環境交通行為」的心理機制與長期效果，以釐清如何透過環境教育誘發永續行動。為此，本研究以47名大學生為受測者，進行一前後測控制組設計之「說服性溝通」實驗，即引導受測者實施以「說服他人改變環境行為」為目的之溝通，從而檢視此溝通過程對於「受測者」的利環境交通心理因素與行為轉變的效果。研究結果發現，雖然「說服性溝通」使溝通實施者在「短期」增強利環境心理因素，包含「重要性認知」、「行為意圖」、「實行意圖」與「整體利環境心理因素」，以及，在「短期」減少「汽車使用」並增加「YouBike使用」；然而，除了「重要性認知」，其餘的實驗效果在「長期」上卻顯著消退。基於上述發現，可推測「心理策略」雖能在短期使人們產生利環境動機與行為轉變，但當人們長期面對未改變的外在環境時（可假定本研究受測者面對固定的交通環境），該動機和行為轉變便會消失。故本研究提出：雖可首先實行「心理策略」以避免直接實行「結構策略」而使政策成本過高，但在「心理策略」效果消退前應導入「結構策略」來降低外在條件對利環境行為之阻礙，藉此維繫永續行動的長期動機與實踐。

Since the prevalence of private transportation has caused much damage to the natural and human environment, we need to develop psychological strategies to change people’s environmental awareness. Therefore, to clarify how to induce sustainable behavior through environmental education, this study focused on the psychological mechanism and long-term effects of using persuasive communication to promote pro-environmental travel behavior. To achieve the goal, a pretest-posttest control group design experiment of persuasive communication was conducted with 47 university students being the subjects; namely, the subjects were guided to implement the communication to persuade others to change environmental behavior, and this study thereby examined the effects of the communication process on the subjects’psychological factors and behavioral changes during pro-environmental travel. Research results indicated that the persuasive communication helped implementers to enhance their pro-environmental psychological factors in the short term, including awareness of consequence, implementation intention, behavioral intention, and the overall environmental psychological factors, as well as to reduce car use and increase YouBike use; however, except for awareness of consequence, the other experimental effects faded significantly in the long term. Therefore, it can be inferred that although psychological strategies can generate pro-environmental motivation and behavior change in the short term, such motivation and behavior change will disappear when people face an unchanged external environment in the long term. Thus, this study suggests that although psychological strategies can be implemented first to avoid the high policy costs of directly implementing structural strategies, the structural strategies should be introduced before the effect of psychological strategies fades to reduce external barriers to pro-environmental behavior and to facilitate change sustainable action.