Research On Rural Residents’ Domestic Waste Sorting Behavior Based On TPB-VBN

The large amount of domestic waste and the corresponding environmental pollution are the main threat to the green and sustainable development of society.Especially in Chinese rural areas,driven by modern lifestyle and consumption habits,the total amount of domestic waste produced by rural residents surged from 91 million tons in 2014 to 145 million tons in2021.At present,benefited by the “village collection,town transfer,county treatment”governance mode of rural domestic waste in China,the current situation of “waste surrounded village” has been improved.However,the mixed treatment of domestic waste in most areas causes secondary pollution,which affects the appearance of villages and the physical and mental health of rural residents.How to effectively improve the treatment level of rural domestic waste has become a hot topic among scholars.Source sorting and treatment of domestic waste is an effective means to solve the dilemma of rural domestic waste treatment,which is conducive to improving the utilization rate of waste recycling and realizing waste reduction,resource utilization and harmless treatment.Thus,how to change rural residents form improper domestic waste disposal behavior such as random discarding,stacking and mixing to correctly sort domestic waste has become the research focus.Combined the theoretical model of TPB and VBN with external situational variables,this research constructed the theoretical analysis framework through the impact of individual internal factors of TPB and VBN model and proposed the hypothesis,and the situational factors on rural residents’ domestic waste sorting willingness and behavior.The research scale is developed and designed based on the existing research results and the actual situation of the research area.This research analyzes the influencing factors of rural residents’ domestic waste sorting behavior used by structural equation model.We explore rural residents’ domestic waste sorting willingness and behavior from the perspectives of individual internal characteristics and external situational factors used by structural equation model.Meanwhile,this study tested the waste sorting facilities and incentive measures moderating effect between their willingness and behavior by using the structural equation model with product terms.Finally,according to the actual situation of the research area and the results of empirical analysis,we propose corresponding policy recommendations to guide and motivate rural residents to implement domestic waste sorting behavior.The research conclusions of this study are as follows:(1)There is a gap between rural residents’ domestic waste sorting intention and behavior,which the willingness is generally higher than the actual behavior.Perceived behavior control,subjective norms and personal norms directly affect rural residents’ domestic waste sorting willingness,among which,the influence of subjective norms on intention is much higher than that of perceived behavior control and personal norms.(2)There is a correlation between the variables of the planned behavior theory model and the value-belief-norm theory model.To cultivate individuals’ environmental values is conducive to form their perceived behavior control,subjective norms and awareness of consequence.Meanwhile,awareness of consequence directly affects personal norms.(3)The rural residents’ domestic waste sorting willingness positively affects their behavior.The situational factors of waste sorting facilities and incentive measures directly affect the rural residents’ domestic waste sorting behavior,and contribute rural residents to transform their domestic waste sorting willingness into behavior.