本研究旨在考察环保海报对公众环境行为意愿的作用方式, 以期为深入探索环保海报的设计规律、提升其信息传递与情感表达效果提供参考与借鉴。研究基于PAD情绪模型和情绪归因理论, 利用问卷星在线平台对161名大学生开展问卷调查, 并采用多元回归分析、方差分析等方法, 探讨不同类型环保海报的情绪分布及其对公众环境行为意愿的影响。研究结果表明, 公众对不同类型环保海报的情绪反应存在差异；不同类型环保海报对公众环境行为意愿的影响具有显著差别；海报的PAD情绪分布会影响公众的环境行为意愿。此外, 环保海报的各要素在激发公众环境行为意愿方面的作用较为复杂, 既可能产生显著效果, 也可能在某些情境下不产生显著影响。

This study investigates the influence of environmental protection posters on the public’s willingness to engage in pro-environmental behaviors, aiming to provide insights and references for exploring the design principles of such posters and enhancing their effectiveness in information delivery and emotional expression. Based on the PAD emotional model and attribution theory of emotion, a questionnaire survey was conducted with 161 university students through the Wenjuanxing online platform. Multiple regression analysis and analysis of variance (ANOVA) were employed to examine the emotional distribution of different types of environmental posters and their influencing factors on the public’s environmental behavior awareness. The results reveal that the public’s emotional responses vary across different types of environmental posters; the influence of different poster types on behavioral willingness differs significantly; and the PAD emotional distribution of posters affects individuals’ willingness to engage in pro-environmental actions. Moreover, the effects of various poster elements on stimulating pro-environmental behavioral willingness are complex: any element may have a significant impact, but under certain circumstances, it may not exert a notable influence.