张昆贤,武常岐,陈晓蓉,李梦林

• 1:北京大学光华管理学院
• 2:山东大学管理学院
• 3:北京师范大学社会学院

摘要(Abstract)：

近年来,以“蚂蚁森林”为代表的公益类游戏兴起,为促进公众行为绿色转型提供了新途径。既有研究多指出这种游戏化运营有助于改变公众的环保行为,但却较少从更为宏观的视角探讨此类行为对群体规范的重构作用,本文试图对此作一定补充。具体而言,本文关注两个核心问题。第一,不同地区公众是否参与环保型游戏对其环保行为的影响是否存在显著差异;第二,公众参与环保型游戏的投入程度提高是否会显著提升其环保行为的频率。通过准实验的方法,以“蚂蚁森林”榜单内的公益浇水量为标准选取实验组和对照组,本研究发现,不同组之间居民的环保行为存在差异,且群体规范是这一差异的中介机制。同时,基于“动机—机会—能力”的分析框架,本研究还发现,在猎奇心理、机制吸引、互动需求动机的驱动下,个体玩家的投入程度越高,其在日常生活中的环保行为越多。本文的研究结论尝试为公众参与环保型游戏是否及如何促进地区的绿色发展提供实践启示。

关键词(KeyWords)： 环保型游戏;“蚂蚁森林”;群体规范;绿色发展

Abstract:

Keywords:

基金项目(Foundation): 国家社会科学基金重大项目“‘两业’融合推动中国制造业高质量发展”(项目批准号:20&ZD083)资助

作者(Author): 张昆贤,武常岐,陈晓蓉,李梦林

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• (1)“蚂蚁森林”游戏中以及本文语境中提及的“个人环保行为”指对环境增加正外部效应和减少负外部效应的行为。
• (1)“民间合种车队”会通过百度贴吧等社交平台招募合种队友。
• (1)受篇幅所限,整理后的“城市公益林”浇水量数据备索。
• (2)环境综合指数(Environmental ComprehensivIndex,ECI)是综合了空气质量指数(AQI)、地表水质量指数(WQI)、污染源监控指数(PMI)这些对环境有重要影响的可测量指标,以环境黄金率为理论依托,通过金三角模型拟合归一计算而形成的评价环境质量状况与趋势的综合性指标。
• (3)受篇幅所限,ECI综合指数相对排名数据备索。
• (1)根据平台应用显示,该算法参照北京环境交易所、大自然保护协会等提供的碳减排、碳汇量科学算法而得。
• (1)二氧化碳排放总量包括煤炭、焦炭、原油、汽油、煤油、柴油、燃料油、液化石油气、天然气等产生的二氧化碳排放量加总。
• (1)相关文件在各省政府官网可查。
• (1)受篇幅所限,一般行政处罚案件数及罚款金额、环保法配套办法执行情况的部分区域分布表格备索。
• (1)对应的LR检验的卡方值分别为0. 04(p=0. 425)、0. 15(p=0. 349)和0. 00(p=1. 000)。