文/費(fèi)魯?shù)隆の髋翣柹５?譯/王一宇

掃碼聽讀

Before world leaders gathered in Scotland for the United Nations Climate Change Conference (COP26), dunnhumby’s Senior Consumer Psychologist, Feroud Seeparsand, looked at how easy it is to apply behavioural science to encourage sustainable customer behaviour in the grocery sector. 在世界各國領(lǐng)導(dǎo)人齊聚蘇格蘭，參加第26 屆聯(lián)合國氣候變化大會（COP26）之前，消費(fèi)者數(shù)據(jù)科學(xué)公司鄧韓貝的高級消費(fèi)者心理學(xué)家費(fèi)魯?shù)隆の髋翣柹５伦隽艘豁?xiàng)研究，指出了將行為科學(xué)應(yīng)用于食品雜貨業(yè)以鼓勵可持續(xù)消費(fèi)行為是何等容易。

行為科學(xué)適用于幾乎一切可持續(xù)行為，無論是加大回收力度，還是減少食物浪費(fèi)。以下是我最中意的五種應(yīng)用消費(fèi)者心理學(xué)，直接或間接幫助減少碳足跡的方式。

1. 經(jīng)典社會規(guī)范

2最近，英國的“廢棄物與資源行動計(jì)劃”組織展示了宣傳社會規(guī)范何以將本已較高的回收率再提高5%。該組織與聯(lián)合利華旗下品牌樂多適以及零售藥店博姿合作，采用了簡單的助推法。他們只是在沐浴露包裝的正面貼了一張貼紙，上面注明“大多數(shù)人會回收我”，旁邊再配上回收標(biāo)識。

3這項(xiàng)試驗(yàn)對照研究還在試驗(yàn)后的一次調(diào)查中發(fā)現(xiàn)，受訪者稱自己更注意回收利用就是受貼紙信息的影響。

2. 動態(tài)社會規(guī)范

4然而，盡管英國的物品回收利用率已經(jīng)很高了，其他可持續(xù)消費(fèi)行為仍只見于少數(shù)人，比如吃無肉午餐。在這種情況下，助推法如何起效？美國一項(xiàng)著名的研究發(fā)現(xiàn)，強(qiáng)調(diào)某個趨勢或許足以推動消費(fèi)者參與其中。

5相較于采用靜態(tài)社會規(guī)范助推法（“30%的美國人控制肉類攝入……”），宣傳動態(tài)規(guī)范（“30%的美國人在過去五年中已開始努力控制肉類攝入”）后，某大學(xué)食堂的無肉午餐銷量增加了一倍。在宣傳動態(tài)規(guī)范的情況下，無肉午餐的點(diǎn)單量占34%，而在宣傳靜態(tài)規(guī)范的情況下為17%（對照組為21%）。

6另一家大學(xué)食堂（這次是在德國）宣傳的動態(tài)規(guī)范信息是“越來越多的消費(fèi)者正從咖啡外帶杯轉(zhuǎn)向可持續(xù)替代品，成為這一行動的一分子，選擇可重復(fù)使用的馬克杯”。這條信息將可重復(fù)使用替代品的使用率提高了17.3%。這是依據(jù)在單單一家食堂開展為期14 周的介入前后對比研究而得出的結(jié)論。

3. 縱容性描述

7特定的詞語讓人產(chǎn)生特定的聯(lián)想。因此，將無肉菜肴描述成“健康菜”，可能會讓人聯(lián)想到“不怎么好吃”或“不那么令人滿意”。

8在美國某大學(xué)食堂進(jìn)行的一項(xiàng)試驗(yàn)對照研究發(fā)現(xiàn)，比起采用與健康有關(guān)的描述，采用縱容性描述更好。例如，與“無糖柑橘醬胡蘿卜”相比，消費(fèi)者更可能從菜單中選擇“柑橘醬澆胡蘿卜麻花”。同理，“爆辣酸橙甜菜”比“無糖輕食甜菜”更吃香。研究結(jié)果顯示，盡管料理方式?jīng)]有差異，與“健康”的蔬菜相比，食客更易選擇“給人放縱之感的蔬菜”，購買這類蔬菜的積極性要高出41%。雖然部分消費(fèi)者可能有意尋求健康的選擇，但顯然許多消費(fèi)者并非如此。

4. 分量很重要

9既然比起食用時(shí)，消費(fèi)者在購買時(shí)更能控制自己的消耗，那么為什么不干脆在購買階段縮減分量呢？這可以同時(shí)減少食物浪費(fèi)和肉類攝入。

10一項(xiàng)為期一個月的試驗(yàn)在比利時(shí)的一家零售店展開（對照組為八家零售店）。該店香腸的標(biāo)準(zhǔn)分量為150 克，而符合比利時(shí)指南的新標(biāo)準(zhǔn)是100 克，分量更少、更健康，同時(shí)還推出了125 克的中等分量香腸。每種分量的香腸單位價(jià)格一致。此外，所有香腸按分量從小到大橫向排列。收據(jù)是從購買相關(guān)商品的消費(fèi)者那里收集而來的。

11結(jié)果顯示，52%的消費(fèi)者購買了分量更小的兩種新包裝香腸。剩下48%的人買了標(biāo)準(zhǔn)分量的。由此，肉類消費(fèi)減少了13%。收據(jù)顯示，消費(fèi)者也沒有去別處再買其他肉類產(chǎn)品。

12最后，非常值得一提的是Envirofy 瀏覽器擴(kuò)展插件。這是首個針對可持續(xù)食品消費(fèi)行為的實(shí)時(shí)網(wǎng)絡(luò)工具。Envirofy基于“行為改變輪理論”，運(yùn)用教育、培訓(xùn)和環(huán)境重塑的方式，助推消費(fèi)者降低“總體環(huán)境影響”。

13為實(shí)現(xiàn)這一目的，Envirofy會從購物車中提取各種信息，包括產(chǎn)品成分、產(chǎn)地、回收、食品加工、包裝的生命周期和運(yùn)輸。Envirofy 采用四層信號燈系統(tǒng)，將總體環(huán)境影響較低的商品置于頁面上方。Envirofy 還會說明需要種植多少棵樹才能抵消當(dāng)前購物車內(nèi)商品產(chǎn)生的影響，并使用激勵信息。

本地化，而不僅僅是全球化

14一說起如何推廣可持續(xù)行為，我就精神百倍。雖然一些消費(fèi)者可能持普世主義價(jià)值觀，心懷地球的另一端（例如婆羅洲的熱帶雨林），但對許多人來說，這樣的事情在實(shí)際距離和心理感覺上都太遙遠(yuǎn)了。因此，難點(diǎn)在于傳達(dá)氣候變化在本地對消費(fèi)者有何影響。換句話說，零售商需要將氣候變化的影響本地化，而不僅是全球化。

15綜上所述，消費(fèi)者心理學(xué)提供了幾個行之有效的方法，可用以促使消費(fèi)者做出更可持續(xù)的行為。這幾個方法看起來有趣、簡單、令人振奮，但的確可以給我們所有人的現(xiàn)實(shí)生活帶來好處。 □

These applications can be applied to almost any sustainable behaviour whether it be increasing recycling or decreasing food waste. What follows are my top five favourite applications of consumer psychology to help directly or indirectly lower carbon footprints.

1. The classic social norm

2In the UK, WRAP1= The Waste and Resources Action Programme。recently demonstrated how communicating social norms boosted an already high recycle rate by an additional 5%. In collaboration with Unilever’s Radox brand and retail pharmacist Boots, the nudge2nudge 助推，是指在不使用強(qiáng)制手段并保證自由選擇權(quán)的前提下，巧妙地引導(dǎo)人們做出更為理性的決策，或者說，是一種輕輕推動人們做出最優(yōu)選擇的力量。simply consisted of a sticker on shower gels that stated on front of pack “Most people recycle me” together with a recycle logo.

3The test and control study also found in a post-trial survey that respondents claimed the reason for increased recycling was due to the message.

2. Dynamic social norms

4However, whilst recycle rates are already high in the UK, other behaviours are still a minority, like eating a meatfree lunch. How can a nudge work in this context? A well-known US study,found that highlighting a trend may be enough to nudge customers to become a part of that trend.

5When comparing a static social norms nudge (of “30% of Americanslimit their meat consumption…”) to a dynamic norm (of “over the last five years, 30% of Americans have started to make an effort to limit their meat consumption”), meatless lunches doubled in a university café. Meatless lunch orders in the dynamic norms condition were 34%, where for the static norms condition had 17% (the control group was 21%).

6In another university café (this time in Germany), the dynamic norm message of “more and more customers are switching from to-go-cups to a sustainable alternative. Be part of this movement and choose a reusable mug” was used to promote reusable alternatives by 17.3%. This was based on a pre and post intervention study, over a 14-week intervention period in one café.

3. Indulge me

7Particular words provide certain associations. So describing a meat-free dish as “healthy”, may provide associations of being “l(fā)ess tasty” or “l(fā)ess satisfying”.

8In a test vs control study in a US university café study found that indulgent descriptive may be a better method than a healthy description. For example,“Twisted citrus-glazed carrots” was more likely to be selected from a menu when compared to “Carrots with sugar-free citrus dressing”. Likewise, “Dynamite chili and tangy lime-seasoned beets” fared better than “Lighter-choice beets with no added sugar”. Results found diners were 41% more motivated to choose an“indulgent vegetable” compared to its“healthy” alternative, even though there was no difference in the preparation.Whilst there are some customers who may be on the lookout for healthy options, clearly many are not.

4. Size matters

9Given customers are more able to regulate their consumption at the point of purchase than at the point of consumption why not simply downsize a portion at the point of purchase? This can reduce both food waste and meat consumption at the same time.

10Over a period of one month, a Belgian retail store was used as a test bed(against eight control stores). The standdard size of sausage was 150g, the new smaller and healthier portion which met Belgian guidelines was 100g and another medium size of 125g was also introduced.The price per weight was kept the same for each size. Furthermore, the assortment was arranged horizontally from small to large. The receipts were collected from those who bought the relevant products.11Results showed 52% of customers bought the new smaller two portions of sausage. The remaining 48% bought the standard size. This led to 13% less meat being purchased. Receipts indicated that customers did not make more purchases from elsewhere in the meat category.

5. Total impact

12Last but far from least, is the first real time web-based tool targeting sustainable food shopping behaviour called Envirofy. Based on the Behaviour Change Wheel3行為改變輪理論，主張從能力、機(jī)會、動機(jī)三方面干預(yù)，系統(tǒng)選擇最佳干預(yù)功能，最大限度利用個體對行為改變的理解和可用資源來設(shè)計(jì)干預(yù)方案。, this browser uses Education, Training and Environmental Restructuring to nudge the customer towards a lower Total Environmental Impact (TEI).

13This is done by extracting Ingredients, Produce of, Recycling information,Food production, Packaging lifecycle and Transport from the shopping basket.Envirofy uses a four-tier traffic light system and presents the lesser TEI items at the top. It also states how many trees need to be planted to offset the current basket and uses motivational messages.

Localise, don’t just globalize

14There is a bee in my bonnet4have a bee in your bonnet (about sth)（認(rèn)為某事很重要而）念念不忘，老是提起。when it comes to how sustainable behaviour is communicated. Whilst some customers may have universalist values and care about the other side of the planet (e.g.the rainforests of Borneo). For many,this is too physically and psychologically distant. Therefore, the challenge is to communicate how climate change is affecting customers locally. In other words,retailers need to localise and not just globalise the effects of climate change.15To summarise, there are several proven ideas from consumer psychology that can be used to prompt greater sustainable behaviour from customers.Whilst these ideas appear fun, simple and exciting, they can have some realworld benefits for us all. ■