| 英文摘要 |
Achieving the target of net-zero carbon emissions by 2050 has become a global policy trend. In January 2023, Taiwan formalized the goal of net-zero emissions by 2050 in the Climate Change Response Act. The realization of net-zero carbon emissions targets not only requires equipment upgrades and technical advances in energy production, industrial chains, and supply chain to reduce greenhouse gas emissions but also creates a conducive policy environment to prompt changes in public perception and behavior, fostering a more low-carbon lifestyle.
This study aims to explore how to apply 'nudge' strategies to encourage people to change their existing cognition bias and behavioral patterns. The idea of nudge, rooted in behavioral economics, is to alter the 'choice architecture' to guide individuals towards decisions that benefit themselves and the society, without impinging on their freedom of choice or welfare, and at a lower cost or in a simpler manner.
First, this research reviews theoretical literature to understand the definition of nudge, the prerequisites for nudge implementation, the primary strategies employed, and the potential obstacles and countermeasures. Secondly, it sorts the data of the organizational structures of international organizations and countries that have developed nudging strategies related to a net-zero green life, as well as the cases of experiments and implementation as a reference for subsequent practice. Additionally, the study conducts a feasibility assessment of applying nudges to Taiwan net-zero green lifestyle transitions.
Thirdly, this research analyzes the design processes of nudging strategies from international organizations or think tanks worldwide and incorporates the results from in-depth interviews, experts focus group, and field surveys to propose a nudge design process guideline applicable to our country's context. Moreover, building on this design process, the study conducts experimental designs targeting three issues: the utilization of reusable cups, resource recycling behavior, and public transport. By reviewing theoretical literature, examining institutional and implemented cases, and proposing relevant design procedures, this study serves as a guideline for subsequent design processes aligned with the political, economic, and social conditions in Taiwan, promoting public engagement in net zero lifestyle transition, thereby contributing to the achievement of the 2050-net zero target.
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