2025年5月

應用認知失調理論探討永續交通行為轉變機制
Applying Cognitive Dissonance Theory to Explore the Mechanism of Sustainable Travel Behavior Change

研究論文 Article

莊于瑩, 謝旭昇
Yu-Ying Chuang, Hsu-Sheng Hsieh

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本研究應用「認知失調理論」並整合規範活化模型，探討利環境心理因素（知）與交通行為（行）之互動，以釐清永續交通行為轉變機制。研究以41名大學生進行一年期「前、後、再後測控制組設計」實驗，並分組引導其實施「說服他人改變環境行為」之溝通，以強化其利環境心理因素並誘發「知行不一」之負面情緒，進而檢驗知行互動。研究發現：（1）實驗組因利環境心理因素提升，短期內於「知行不一」下產生「不捨」、「擔憂」、「後悔」、「內疚」等情緒上升，並在部分運具使用上轉向利環境交通行為；（2）但由於「心理平衡」機制，實驗組為調適短期知行差距的擴大，在長期上降低心理因素而非調整交通行為，僅「重要性認知」、「心虛」獲長期提升，其餘效果均消退。此結果揭示「心理平衡」在行為轉變中具關鍵作用，故建議推動永續運輸可先以心理策略促進旅運者之環境意識，繼而在其對「知行一致」的追求下，以結構策略提升服務水準，促成利環境交通行為長期轉變。

This study applies cognitive dissonance theory and integrates the norm activation model to investigate the interactions between pro-environmental psychological factors (cognition) and travel behavior (behavior), revealing the mechanism of sustainable travel behavior change. A one-year experiment involving 41 university students was conducted using a pre-, post-, and follow-up test control group design. The participants were divided into groups and persuaded others to adopt pro-environmental behaviors, thereby strengthening their own psychological factors, eliciting negative emotions under cognition–behavior dissonance, and examining the interaction between cognition and behavior. The results showed that: (1) due to the enhancement of pro-environmental psychological factors, the experimental group in the dissonance between cognition and behavior showed short-term increases in reluctance, fear, scruple, regret, blame, and overall negative emotions, as well as partial pro-environmental changes in travel behavior; (2) based on the mechanism of psychological balance, the experimental group showed reduced pro-environmental psychological factors in the long term, rather than adjusting travel behavior to cope with the widening cognition–behavior gap; namely, except for the long-term improvements in consequence awareness and scruple, other short-term effects gradually faded. The findings revealed that psychological balance plays a critical role in sustainable travel behavior change. Hence, we recommend that the promotion of sustainable transport should first use psychological strategies to foster travelers’ environmental awareness and then, in their pursuit of the consonance between cognition and behavior, implement structural strategies to improve the service level of sustainable transport to facilitate long-term behavioral change.

永續運輸, 心理策略, 認知失調理論, 前後測控制組設計實驗, 負面情緒
sustainable transport, psychological strategy, cognitive dissonance theory, pre-test–post-test control group design experiment, negative emotions

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