Field Research On Communication Strategy And Effect Of Recycling In Xiamen

In China,thoroughly implementing domestic waste separation is a necessary task to practice the basic national policy of resource conservation and environmental protection.In recent years,Cities Besieged by Waste has contributed to the crisis of urban environmental management.This social reality reinforces urgent needs of government-dominated communication campaign.Based on the importance and urgency of the agenda of domestic waste separation communication,and the lack of communication research in this field,this study intends to help the government improve the communication strategy and to fill the existing research gap by exploring the communication campaign’s strategy and its effect.Taking officers from local government,instructors and residents as research objectst,the field survey was carried out in 5 living communities in Xiamen to investigate local communication campaign,based on three research issues,namely,communication strategy,effects and mechanism of residents’ recycling behaviors.On the basis of qualitative data,this study firstly describes and analyzes the current communication strategy and its effects.Secondly,under the theoretical guidance of Theory of Planned Behavior,the Grounded Theory is employed to analyze the residents’ behavioral mechanism in Chinese context.Findings:firstly,the current communication strategy was outlined from strategies,communication campaign design and communication types.Secondly,communication effects are demonstrated from availability,involvement,policy support,recycling intention and efficacy.Thirdly,through Grounded Theory,this study discovered the connotation of original constructs of TPB in Chinese context,and also found new factors,such as environmental attitude,responsibility attribution,government trust,identity,relationship pressure and social demographic characteristics,along with their roles in the mechanism of residents’ recycling behaviors.Fourthly,according to the above mechanism,this study provides suggestions for future campaign improvement from five aspects of channels,frequency,content,appeals and system support.