【摘要】 联合国卡托维兹气候大会后,全球气候治理进入全面落实《巴黎协定》的新阶段。气候变化作为关乎全人类发展的社会问题,除了需要来自国家、政府和相关部门的努力,公众在实际生活中的行动支持也至关重要。积极改变公众消费模式,尤其是有关气候友好型产品的消费态度及行为,可以促成更多积极的转变。本文基于全国范围内4 025个样本有关气候变化公众认知的最新调研数据,探究公众气候变化认知差异和消费意愿的关系,并针对性地提出相应的建议。调研采用问卷调查方法,主要以人口指标进行分层比例抽样,并通过计算机辅助电话调查(CATI)方式完成。研究发现:除年龄、学历、收入等个人统计学特征外,公众对气候变化的认知与购买气候友好型产品确实存在较强的相关性。公众对气候变化的了解程度、担心程度、认为气候变化对自己与家人的影响程度、对气候变化相关政策的支持度等方面都会影响其购买气候友好型产品的意愿。在此基础上,本文相应地提出调动公众参与的策略,主要包括:①深入且有针对性地传播气候变化相关知识,强化气候变化影响的认知;②针对不同类人群提供更准确的细分消费行为指南;③借助外部机遇提升公众对代际公正的认知,增强公众在应对气候变化问题上的主体意识;④利用媒体大众化和互动性优势,立足消费者实际需求,推广并创新应用3C标准(便宜Cheap、方便Convenient和舒适comfortable),构建"五位一体"的气候传播生态圈。更多还原

【Abstract】 After the UNFCCC conference in Katowice at the end of 2018,the global climate governance went into a new stage to completely implement the Paris Agreement. Climate change is a social problem related to the development of all human kind. Besides the efforts from states,governments and other stakeholders,real actions from the general public are very important. From the perspective of the public as a consumer,changing their consumption pattern,especially the attitude and behavior of buying climatefriendly products,can directly contribute to many positive changes. This paper will explore the relationship between the cognitive differences of Chinese about climate change and their consumption willingness based on the latest survey data nationwide covered 4 025 samples. The survey was conducted through stratified proportion sampling and Computer Aided Telephone Survey( CATI). The study mainly found that,in addition to the important impact of demographic variables such as age,education and income,the understanding of climate change issues,the level of their concern about climate change,the cognition about the impact of climate change on themselves or their families,and the level of support for relevant policies,are all related with people’s willingness to purchase climatefriendly products. On this basis,this paper proposes some targeted strategies to help mobilize public participation in responding climate change,including: ①popularizing knowledge about climate change and strengthening the impact of climate change on the present; ②providing more accurate guidance for different targeted audience to combat the climate change; ③taking the right external timing to raise the sense of generation equity and enhance the awareness of public participation by consanguinity hinting; ④standing on the real needs of consumers,promoting and innovatively applying the 3C principle,which means cheap,convenient,and comfortable,to build a five-sphere integrated civilian climate communication ecosystem with the advantages of media popularization and interactivity.更多还原