ゴミ捨て行動における誘因を活用した介入による行動変容に関する調査

近年，社会課題解決のための行動変容を促す様々な介入手段が検討されており，その中でも他人や他のの団体，社会のために行う行動である，向社会的行動の促進技術の研究が注目を浴びている．向社会的行動促進に関する従来研究では，短期的ではあるが大きな効果が期待できる，『誘因』による向社会的行動の促進要因が何であるか考察が十分になされていない．そこで本研究では，向社会的行動の対象行動をゴミ捨てと定め，誘因による介入手法の提案，及び被験者の行動とアンケート調査による評価を行った．具体的には，大学生・大学院生・教員28名を対象として，ゴミ箱の飽和度を赤，黄色，緑の色に変えられるカラーライトで可視化する誘因介入を行い，介入前後に個人のパーソナリティ特性や心理，態度を評価するアンケート調査を実施した．実験結果より誘因が対象行動に与える効果，及び介入による影響の受けやすさと各パーソナリティ特性や心理，態度との関係性を分析する．ゴミ捨て頻度の調査の結果，飽和したゴミ箱が放置される時間が83％短縮される結果となった．アンケート調査からは，介入によるゴミ捨て行動への積極性の向上が確認され，介入がゴミ捨て行動に影響を与えることが明らかとなった．一方で，個人の性格特性と介入による影響の受け方に大きな相関関係は見られず，本研究での性格特性の分析手法では，課題が発生する可能性があると考えらた．

In recent years, various intervention methods to promote behavioral change for solving social problems have been studied, and among them, research on techniques to promote prosocial behavior, which is behavior performed for the benefit of others, other groups, and society, has attracted much attention. Conventional studies on the promotion of prosocial behavior have not sufficiently examined the factors that promote prosocial behavior by "inducements," which are expected to have a short-term but significant effect. In this study, the target behavior of prosocial behavior was defined as garbage disposal, and an intervention method with incentives was proposed and evaluated by the subjects' behavior and questionnaire surveys. Specifically, we conducted an incentive intervention in which the saturation of trash cans was visualized using colored lights that could be changed to red, yellow, and green, and a questionnaire survey was conducted before and after the intervention to evaluate individual personality characteristics, psychology, and attitudes. The results of the experiment show the effect of the inducement on the target behavior, and the relationship between the susceptibility to the intervention and each personality trait, psychology, and attitude. The results of a survey on the frequency of garbage disposal showed that the time that saturated garbage cans were left unattended was reduced by 83%. The questionnaire survey confirmed that the intervention increased the positive attitude toward trash disposal behavior, indicating that the intervention had an impact on trash disposal behavior. On the other hand, there was no significant correlation between the personality characteristics of the individuals and the way they were affected by the intervention, suggesting that the analysis method of personality characteristics in this study may have some problems.