文/费鲁德·西帕尔桑德 译/王一宇

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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. 在世界各国领导人齐聚苏格兰，参加第26 届联合国气候变化大会（COP26）之前，消费者数据科学公司邓韩贝的高级消费者心理学家费鲁德·西帕尔桑德做了一项研究，指出了将行为科学应用于食品杂货业以鼓励可持续消费行为是何等容易。

行为科学适用于几乎一切可持续行为，无论是加大回收力度，还是减少食物浪费。以下是我最中意的五种应用消费者心理学，直接或间接帮助减少碳足迹的方式。

1. 经典社会规范

2最近，英国的“废弃物与资源行动计划”组织展示了宣传社会规范何以将本已较高的回收率再提高5%。该组织与联合利华旗下品牌乐多适以及零售药店博姿合作，采用了简单的助推法。他们只是在沐浴露包装的正面贴了一张贴纸，上面注明“大多数人会回收我”，旁边再配上回收标识。

3这项试验对照研究还在试验后的一次调查中发现，受访者称自己更注意回收利用就是受贴纸信息的影响。

2. 动态社会规范

4然而，尽管英国的物品回收利用率已经很高了，其他可持续消费行为仍只见于少数人，比如吃无肉午餐。在这种情况下，助推法如何起效？美国一项著名的研究发现，强调某个趋势或许足以推动消费者参与其中。

5相较于采用静态社会规范助推法（“30%的美国人控制肉类摄入……”），宣传动态规范（“30%的美国人在过去五年中已开始努力控制肉类摄入”）后，某大学食堂的无肉午餐销量增加了一倍。在宣传动态规范的情况下，无肉午餐的点单量占34%，而在宣传静态规范的情况下为17%（对照组为21%）。

6另一家大学食堂（这次是在德国）宣传的动态规范信息是“越来越多的消费者正从咖啡外带杯转向可持续替代品，成为这一行动的一分子，选择可重复使用的马克杯”。这条信息将可重复使用替代品的使用率提高了17.3%。这是依据在单单一家食堂开展为期14 周的介入前后对比研究而得出的结论。

3. 纵容性描述

7特定的词语让人产生特定的联想。因此，将无肉菜肴描述成“健康菜”，可能会让人联想到“不怎么好吃”或“不那么令人满意”。

8在美国某大学食堂进行的一项试验对照研究发现，比起采用与健康有关的描述，采用纵容性描述更好。例如，与“无糖柑橘酱胡萝卜”相比，消费者更可能从菜单中选择“柑橘酱浇胡萝卜麻花”。同理，“爆辣酸橙甜菜”比“无糖轻食甜菜”更吃香。研究结果显示，尽管料理方式没有差异，与“健康”的蔬菜相比，食客更易选择“给人放纵之感的蔬菜”，购买这类蔬菜的积极性要高出41%。虽然部分消费者可能有意寻求健康的选择，但显然许多消费者并非如此。

4. 分量很重要

9既然比起食用时，消费者在购买时更能控制自己的消耗，那么为什么不干脆在购买阶段缩减分量呢？这可以同时减少食物浪费和肉类摄入。

10一项为期一个月的试验在比利时的一家零售店展开（对照组为八家零售店）。该店香肠的标准分量为150 克，而符合比利时指南的新标准是100 克，分量更少、更健康，同时还推出了125 克的中等分量香肠。每种分量的香肠单位价格一致。此外，所有香肠按分量从小到大横向排列。收据是从购买相关商品的消费者那里收集而来的。

11结果显示，52%的消费者购买了分量更小的两种新包装香肠。剩下48%的人买了标准分量的。由此，肉类消费减少了13%。收据显示，消费者也没有去别处再买其他肉类产品。

12最后，非常值得一提的是Envirofy 浏览器扩展插件。这是首个针对可持续食品消费行为的实时网络工具。Envirofy基于“行为改变轮理论”，运用教育、培训和环境重塑的方式，助推消费者降低“总体环境影响”。

13为实现这一目的，Envirofy会从购物车中提取各种信息，包括产品成分、产地、回收、食品加工、包装的生命周期和运输。Envirofy 采用四层信号灯系统，将总体环境影响较低的商品置于页面上方。Envirofy 还会说明需要种植多少棵树才能抵消当前购物车内商品产生的影响，并使用激励信息。

本地化，而不仅仅是全球化

14一说起如何推广可持续行为，我就精神百倍。虽然一些消费者可能持普世主义价值观，心怀地球的另一端（例如婆罗洲的热带雨林），但对许多人来说，这样的事情在实际距离和心理感觉上都太遥远了。因此，难点在于传达气候变化在本地对消费者有何影响。换句话说，零售商需要将气候变化的影响本地化，而不仅是全球化。

15综上所述，消费者心理学提供了几个行之有效的方法，可用以促使消费者做出更可持续的行为。这几个方法看起来有趣、简单、令人振奋，但的确可以给我们所有人的现实生活带来好处。 □

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，是指在不使用强制手段并保证自由选择权的前提下，巧妙地引导人们做出更为理性的决策，或者说，是一种轻轻推动人们做出最优选择的力量。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 “less tasty” or “less 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行为改变轮理论，主张从能力、机会、动机三方面干预，系统选择最佳干预功能，最大限度利用个体对行为改变的理解和可用资源来设计干预方案。, 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)（认为某事很重要而）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. ■