【作者】 朱玥；

【导师】 谭群；

【作者基本信息】 厦门大学 ， 市场营销， 2021， 硕士

【摘要】 垃圾分类是当前社会的热点问题。虽然目前垃圾分类在国内受到了自上而下的广泛宣传和推广,但仍面临巨大的难点。已经出台的政策应该如何落地,如何缩小公众对垃圾分类态度和行为之间的差异,我们需要找到一个最佳的视角去解决这些问题。依据上海2019年推行的强制垃圾分类政策、青岛推行的与信用积分挂钩的垃圾分类政策、厦门市强制垃圾分类政策及垃圾分类普及效果,我们发现更加强硬的政策手段可以有效推进垃圾分类的效果,因此本研究也将从政府政策手段出发,探究效果好、易推广的长效机制。基于激励理论中的强化理论,本文探究政府的现金奖励作为正强化物和现金惩罚作为负强化物对居民垃圾分类行为的强化效果,并探究奖惩措施的适用范围,政府应如何灵活运用奖惩措施更好地进行居民垃圾分类管理。通过定性和定量研究,本研究收集272份有效问卷并进行数据检验,模型得到验证。政府的现金奖惩机制对居民垃圾分类行为产生积极影响,环境态度和复杂性负向调节了奖惩措施与居民垃圾分类行为之间的关系,宣传频率起到正向调节作用。本研究有重要的理论和实践意义。首先,本研究补充了强化理论的相关文献,对其在营销领域的应用产生一定借鉴意义。其次,本研究补充了强化理论的应用边界,将个人层面和环境层面的收入、环境态度、复杂性、宣传频率四个变量作为调节因素纳入模型。第三,本研究补充了垃圾分类的相关文献,从政府战略决策角度帮助解决垃圾分类“政策和实践的断裂”问题。更多还原

【Abstract】 Garbage classification is a hot issue on current social affairs.Although it has been widely propagated and promoted in China,it still faces great difficulties.We need to find the best perspective to solve these problems in terms of how to implement the policies and how to narrow the differences between the public’s attitudes and behaviors towards garbage classification.According to the mandatory garbage sorting policies in Shanghai and Xiamen,and the garbage classification policy pegged to the credit score in Qingdao that have worked very well,we found that the tougher policy can more effectively promote the garbage classification behavior.Therefore,from the perspective of government policy means,this study explores the long-term mechanism with good effect and easy promotion.Based on reinforcement theory,this article explores how the government’s reward policy as a positive reinforcer and punishment policy as a negative reinforcer strengthen publics’ garbage sorting behavior.And we also study how to flexibly apply Skinner’s reinforcement theory in the process of promoting residents’garbage classification behavior.This study uses qualitative and quantitative research methods.We collected 272 valid questionnaires for data test,and our model was basically verified.The policy of bonus and penalty has a positive impact on residents’ garbage classification behavior.Environmental attitude and complexity have a negative moderating effect on the relationship between reward and punishment measures and residents’ behavior,and the publicity frequency has a positive moderating effect.This study has important theoretical and practical significance.First of all,this study supplements literatures of reinforcement theory,and has some reference to its application in the marketing field.Secondly,this study fills in the application of reinforcement theory.We include personal level and environmental level factors as moderators into the model.Thirdly,this study supplements relevant literature on garbage classification and helps solve the "four cracks" from the perspective of government economic policies.更多还原