主动搜索能激发环保消费，关键是意识到自己知识不足。
Search Changes Consumers' Minds: How Recognizing Gaps Drives Sustainable Choices
- 引导用户主动搜索伦理信息，提升其对道德因素的重视度。
- 识别并填补认知空白者，更愿意改变购物习惯。
- 适合关注可持续消费与行为心理学的研究者参考。
尽管消费者日益渴望负责任地购物，但将意愿转化为行动仍具挑战。以往研究指出，信息获取不足是导致意愿与行为差距的原因之一。本文假设：主动搜索可弥合这一鸿沟，使购买决策更符合个人价值观。我们通过一项任务型实验，招募308名参与者，要求其针对正在购买的产品，搜索八个伦理维度的信息。结果表明，主动搜索提升了参与者对伦理因素的重视程度。然而，真正推动行为转变的是对伦理考量的认知与理解，而非单纯的搜索行为或初始意图。那些意识到自身知识盲区并加以弥补的参与者，表现出显著的行为变化，包括增加搜索频率和更强的未来行为改变意愿。结论表明，负责任消费在一定程度上是信息问题，而自我认知局限性的觉察，可能是引发有意义行为转变的关键催化剂。
原文摘要 · Abstract (English)
Despite a growing desire among consumers to shop responsibly, translating this intention into behaviour remains challenging. Previous work has identified that information seeking (or lack thereof) is a contributing factor to this intention-behaviour gap.In this paper, we hypothesize that searching can bridge this gap - helping consumers to make purchasing decisions that are better aligned with their values. We conducted a task-based study with 308 participants, asking them to search for information on one of eight ethical aspects regarding a product they were actively shopping for. Our findings show that actively searching for such information led to an overall increase in the importance participants' assigned to ethical aspects.However, it was the recognition and understanding of ethical considerations, rather than ethical intentions or search activity, that drove shifts towards more responsible purchasing decisions. Participants who acknowledged and filled knowledge gaps in their decision making showed significant behaviour change, including increased searching and a stronger desire to alter their future shopping habits. We conclude that responsible consumption can be considered a partial information problem, where awareness of one's own knowledge limitations may be the catalyst needed for meaningful consumer behaviour change.
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