Study On The Factors Of Public Behavior Of Source Separation Of Living Garbage

With the speeding up of urbanization process, the phenomenon of "Garbage siege" isbecoming more and more serious. Source separation of living garbage is the first step to realizewaste harmless, reduction and recycling. But, at present, domestic effectiveness of sourceseparation of living garbage is not good. Among them, the citizens’ behavioral intention ofsource separation and behavioral execution are the source of the waste management project, andthey decide the success or failure of the system from the source. Therefore, based on ournational conditions, studying what factors affect the formation of resident’s behavioral intentionof source separation and the transformation of behavioral intention to the behavior is especiallyimportant for making living garbage management policies, guiding and promoting residents tocarry out the behavior of source separation.From the perspective of psychology, The research has studied the formation of behavioralintention, the transformation mechanism of behavior intention to the behavior and influencingfactors. It tries to set up the mental behavior model of intention-behavior, in order to explore thepublic participation mechanism of ecological civilization construction, and to determine itsinfluencing factors. On the basis of the study, it puts forward relevant proposals that canpromote the work of source separation of living garbage, and drive the construction of urbanecological civilization.On the basis of the domestic and international related research, the research compiles thelocal scales for the behavior, behavioral intention, and the influencing factors; Then itinvestigates the regions where the process of source separation is different with local scales soas to determine the behavioral intention, behavior status and influencing factors, for analyzingthe influence path of the related factors to the behavior and the impact strength, and then it canset up the mental behavior model of intention-behavior. At the same time, based on theproblems that be found during the research, the important factor that is the garbageclassification identification will be studied, for promoting the transformation of the behavior of source separation. The main conclusions are as follows:(1) The questionnaire for the factors of public behavior of source separation of livinggarbage contains nine dimensions that are environmental attitude,perceived behaviormotivation, self-efficacy, environmental values, moral norm, garbage classification facilities,policy initiative, publicity demonstrate and public consciousness. The items have high degree ofdifferentiation, and the internal consistency reliability is0.96.(2) The models of intention-behavior for Hangzhou area and Nantong area are setted up. Inthe two models, the situational factor plays a mediating role between the intention and behavior,and it shows that the external situation factor plays an important role in the process of"intention-behavior".(3) In the stage process model of " consciousnessâ†'intentionâ†'behavior", thebottleneck of garbage classification work in Nantong is still in the first part, that is the citizenconsciousness of garbage classification is weak; And the problem is the second part inHangzhou, that is the citizen consciousness of garbage classification level is higher, but theexternal situation factors are relatively weak. Therefore, for Nantong,the first act is to increasepublic awareness of garbage classification, and Hangzhou should be more focus on theimprovement of external situation factors.(4)19information elements can be acquired from the garbage classification identification,and Must-be quality, One-dimensional quality and Attractive quality are obtained with referenceto the Kano model.Based on the above research conclusions, this research puts forward some relatedcountermeasures for different development stage of garbage classification work, that is focusingon the cultivation of garbage classification at the early stage, and focusing on the improvementof external situational factors at the late stage.