How willing is the public to spread green behavior? Evidence from the voluntary provision experiment of public goods.

With the increasingly severe environmental challenges, the practice and dissemination of green behavior by the public is of great significance for promoting sustainable economic and social development in China. This study is based on the voluntary provision experiment of public goods, and uses non-parametric tests and multiple regression analysis methods to explore the impact of various factors and incentive measures on the public's willingness to spread green behavior. The results indicate that: Spiritual benefits are an important factor affecting the public's willingness to spread green behavior. Secondly, the punitive measures have limitations on the public's willingness to spread green behavior, and their intervention leads to a downward trend in willingness. Thirdly, positive incentive measures have a positive impact on increasing the public's willingness to spread green behavior. The effect of double incentive measures is better than that of single material or spiritual incentives. And higher level of self-interest preference and environmental awareness can significantly enhance the public's willingness to spread green behavior. Finally, heterogeneity analysis shows that there are differences in significance and degree of influence between each group and the total sample, but the positive and negative relationship of variable coefficients is basically consistent with the results of the total sample. Finally, this study suggests strengthening public environmental awareness education, selecting appropriate incentive and guidance measures while considering spiritual benefits, and implementing diversified incentive plans to achieve the vision of the whole society practicing green behavior together. [ABSTRACT FROM AUTHOR]