心靈環保與社會價值：以社區為基礎之社會營銷與變革理論的關聯

Abstract

1992年，聖嚴法師所提出之「心靈環保」是源自於《維摩經》中「心淨國土淨」的思想，他並提出較具體的「禮儀環保、生活環保、自然環保」來配合，以落實「提升人的品質，建設人間淨土」的目的。日本最澄大師運用「守一隅，照千里」之中國典故， 為培養大乘菩薩僧， 上表天皇， 做《山家學生式》， 闡明「慈悲心～道（利他）心」的菩薩是國寶（社會價值），此成為日本企業界或非營利組織將此意涵運用在「重視個別顧客或小區域價值」、「一點突破法則」之商業理念或實踐。佛陀時代有所謂「轉輪聖王（太平盛世的君王）七寶」的典故，佛教說明「心意」層次的「七寶」是「七覺意」（七種覺悟要素）。因為正確的「念（專注、記憶）」心態是心識適當運作的核心（寶），但需要「擇法、精進、喜」以策勵，也需要「輕安、定、捨」以安定，才能讓眾生完成各種自利利他的事物。這也是「心靈環保與社會價值」的要素。本文也介紹行為科學家所發展可有效改變個人的心理學工具「以社區為基礎之社會營銷」（Community Based Social Marketing, CBSM） 方案， 而佛教「淨佛國土（ 社區）， 成就眾生（ 大眾）」的菩薩道，或許類似以「社區」為基礎所促成「大眾」永續的環保行為改變的方案。此外，佛教「心淨（見解變革）→眾生淨（行為變革）→國土淨（社區變革～ 社會價值） 的「因緣鏈」（ causal linkages ）， 或許與「變革理論」（Theory of Change, ToC）有關。最後，本文介紹「大歷史，小思考」的學習，期能幫助我們從「寬廣深遠」的尺度，猶如「守一隅，照千里」之典故，來了解「心靈環保與社會價值」的議題。

Master Sheng Yen (1930-2009), founder of the Dharma Drum Mountain (DDM) organization, introduced the concept of Protecting the Spiritual Environment (PSE) in 1989. It originally comes from the passage of the Vimalakīrti Sūtra “If the mind is pure, the land will be pure.” Sheng Yen also promoted the protection of the social, living and natural environment for the vision “to uplift the character of humanity and build a pure land on earth.” Saichō (767-822), the founder of the Japanese Tendai school, wrote the Regulations for Students in Mountain Hiei to express the wish of the ordination ceremony for conferring the Bodhisattva precepts. It proclaimed his resolve to nurture his students to “Brighten the World at Your Corner” and become “the treasure of the nation (social value).” This concept is applied by the Japanese business and NPO to promote the strategy of valuing the individual customer or Lanchester strategy and so forth. In Buddhism, the seven factors of enlightenment are also explained like the seven treasures of the supreme ruler. Because (1) the mindfulness is the core for the proper mental function when it companied with (2) investigating the teaching, (3) effort, and (4) rejoicing for encouraging; and (5) pliancy, (6) concentration and (7) equanimity for calming. These factors make us to fulfill the self-other integrated benefits and will become the important factors of PSE and social value. This paper also introduces the relationship between the Community Based Social Marketing (CBSM), a five-step community-level approach that matches appropriate tools of change to the exact barriers, both physical and psychological, that inhibit a specific sustainable action. The meaning “The purified living beings of this practice become companions and reach his Buddha-land” in the Vimalakīrti Sūtra might be related the concept of CBSM. Moreover, the causal linkages of “when the mind of a Bodhisattva is pure, living beings disciplined by him are pure, when living beings are pure; his Buddha-land is pure” also might be related to the “Theory of Change”. Finally, we suggest the learning of “Big History” and “Thinking Small” might like “Brighten the World at Your Corner” can help us to explore the issue of PSE and social value.