Examining The Factors Related To Garbage Classification Behavioral Intention Among The College Students:From The Perspective Of Environmental Communication

With the rapid economic development,people’s living standards have been qualitatively improved,accompanied by the increasing production of domestic waste,but due to improper treatment methods,environmental conditions have gradually deteriorated.Through garbage classification management,the recyclable resources in the garbage can be promoted to the greatest extent,and the ecological environment can be improved.As the main source for people to obtain information and learn knowledge,the media should shoulder their due social responsibilities and obligations.Therefore,this article aims to study the factors that affect individuals garbage classification behavior from the perspectives of individual differences and news and information reporting frameworks through a series of studies.It is hoped that in the future,with the help of the media,this article will draw public attention to the implementation of garbage classification behavior,which will be the basis for subsequent garbage classification.Promote popularization and provide more ideas.This article is divided into two research parts,adopting the questionnaire survey method and the 2×2×2 control experiment method respectively,taking the undergraduates of a key university in Shandong Province as the research object.In Study 1,the Theory of Planned Behavior was combined with Media Attention,Self-Identity,and Collective Efficacy to measure individual differences in environmental protection behaviors of the survey subjects in various aspects.In Study 2,The Eextended Parallel Process Model was combined with the types of evidence to design Produce experimental stimulus materials with different types of evidence(Data type/Narrative type),different threat intensity(High threat/Low threat),and different efficiency intensity(High-efficiency/Low-efficiency)combinations.Measure the participants’ threat perception,performance perception,and behavioral intentions after receiving different experimental stimuli.And through SPSS software to analyze the data separately,reveal the gender difference between men and women in media attention and other aspects,and summarize the most persuasive media information organization method.The result of study 1 shows that:from the perspective of the level of understanding of garbage classification information,①In media attention,women’s attention to relevant information in social media use and offline publicity activities is significantly higher than that of men.②Women have a higher level of self-cognition in garbage sorting than men.From the perspective of the behavior of implementing garbage classification,①women have a more proactive attitude towards implementing this behavior than men.②Women have a stronger perception of the collective efficacy of this behavior than men.The experimental results of Study 2 show that:①Whether it is a narrative experimental stimulus or a data experimental stimulus,it can better improve people’s enthusiasm for participating in garbage classification behavior when providing low-threat and high-efficiency information;②Data-based experimental stimulus It has a better persuasive effect than narrative experimental stimuli,and people’s willingness to participate in garbage classification is stronger.