不足から豊かへ：経済史が形成する世代別目標フレームと持続可能な行動
From scarcity to abundance: How economic history shapes generational goal frames in sustainable behaviour (原題)
Ulla Milbreta, Pavels Avens, Laura Andze, Jūlija Gušča
🤖 gxceed AI 要約
日本語
ラトビアの成人985人を対象に、リサイクルと持続可能な買い物行動の世代差を分析。旧ソ連生まれの若年層は金銭的インセンティブ（預託金返還制度）に強く反応する一方、非金銭的な分別には消極的。高齢層は道徳的動機で環境行動を維持。政策は世代別のセグメント化が必要と示唆。
English
Analyzing survey data from 985 Latvian adults, this study examines generational differences in recycling and sustainable shopping. Post-Soviet youth respond strongly to financial incentives (deposit-refund system) but resist non-monetized sorting, while older cohorts act on moral motives. Findings suggest segmented policy interventions are needed.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本のGX文脈では、行動経済学に基づく政策設計（例：容器包装リサイクル、温暖化対策）への示唆が得られる。ただし、ラトビア特有の社会主義経験に基づく世代差であり、日本への直接適用は限定的。
In the global GX context
This study contributes to global understanding of how economic history shapes environmental behavior, relevant for designing effective recycling policies in transition economies. It highlights the risk of financial incentives undermining intrinsic motivation, a consideration for circular economy policies worldwide.
👥 読者別の含意
🔬研究者:Provides empirical evidence on goal-framing theory in a post-Soviet context, useful for comparative environmental behavior research.
🏢実務担当者:Offers insights for designing segmented recycling campaigns that account for generational motivational differences.
🏛政策担当者:Suggests that monetized recycling schemes may need complementary non-monetary interventions to sustain intrinsic motivation.
📄 Abstract（原文）
This research applies goal-framing theory to identify sociodemographic and motivational drivers of recycling and sustainable shopping habits in Latvia, a post-Soviet transition economy. Analysing survey data from 985 adults, this study deconstructs the paradox where a nation achieves rapid success in monetised recycling (Deposit-Refund System, DRS) while simultaneously recording some of the EU’s highest levels of single-use plastic bag consumption. Results indicate generational divergence: the post-Soviet born generation (18–25 years) is primarily driven by gain goal frames, exhibiting high participation in the DRS but statistically significant resistance to non-monetised waste sorting. Conversely, older cohorts (46+ years) demonstrate a distinct moral goal frame, maintaining pro-environmental behaviour without financial incentives, challenging the assumption that their actions are based on the normative goal frame, reflecting Soviet-era habits of obedience. Crucially, this study confirms a theoretical distinction between normative (socially compliant) and moral (internal) drivers. The findings suggest that while gain-framed interventions, such as DRS, effectively overcome hedonic barriers among younger cohorts, they risk undermining intrinsic motivation, necessitating segmented policy interventions that distinguish between the transactional environmentalism of youth and the civic stewardship of older generations.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.1016/j.cresp.2026.100285first seen 2026-08-27 04:53:50
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