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Consumer’s Waste Classification Intention in China: An Extended Theory of Planned Behavior Model

Author

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  • Min Tian

    (School of Economics and Management, Xi’an Technological University, Xi’an 710021, China)

  • Bo Pu

    (College of Tourism, Sichuan Agricultural University, Chengdu 611830, China)

  • Yini Chen

    (School of Economics and Management, Xi’an Technological University, Xi’an 710021, China)

  • Zhian Zhu

    (School of Economics and Management, Xi’an Technological University, Xi’an 710021, China)

Abstract

Although there have been a variety of studies on waste classification management, there are few studies on how governments can effectively publicize waste classification knowledge in order to enhance citizen participation. Government publicity may be the key to the effective implementation of waste classification management in China. The purpose of this study is to examine the effects of government publicity, consumer attitudes, subjective norms, perceived behavioral control and consumer knowledge on consumers’ willingness to classify waste in the process of waste management in China. The methodology used for the study included data collected from a survey conducted among citizens from four cities in China, the extended theory of planned behavior model and a moderating effect analyses using the statistical software Amos17.0 and SPSS 22.0, utilizing structural equation modeling, hierarchical regression, and the interpretation of the results. The results show that government publicity has a significant positive impact on consumer attitudes, subjective norms, and perceived behavioral control. The positive effect of consumer attitudes and perceived behavioral control on waste classification intentions are significant. Consumer knowledge plays a significant role in moderating the effect of perceived behavioral control on waste classification intentions. The findings of this study are of great significance to government and public decision-making. The results strongly suggest that the government should vigorously publicize the knowledge of waste classification at the initial stage of implementation of waste classification. Furthermore, a detailed distinction between types of consumers and the role of personal values in the implementation of waste classification is considered as a direction of future research.

Suggested Citation

  • Min Tian & Bo Pu & Yini Chen & Zhian Zhu, 2019. "Consumer’s Waste Classification Intention in China: An Extended Theory of Planned Behavior Model," Sustainability, MDPI, vol. 11(24), pages 1-18, December.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:24:p:6999-:d:295440
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    References listed on IDEAS

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    1. Guadalupe Martínez-Borreguero & Jesús Maestre-Jiménez & Milagros Mateos-Núñez & Francisco Luis Naranjo-Correa, 2020. "Analysis of Environmental Awareness, Emotions and Level of Self-Efficacy of Teachers in Training within the Framework of Waste for the Achievement of Sustainable Development," Sustainability, MDPI, vol. 12(6), pages 1-23, March.
    2. Di Chen & Yue Wang & Yang Wen & Honglin Du & Xue Tan & Lei Shi & Zhong Ma, 2021. "Does Environmental Policy Help Green Industry? Evidence from China’s Promotion of Municipal Solid Waste Sorting," IJERPH, MDPI, vol. 18(6), pages 1-15, March.
    3. Ming-Yeu Wang & Shih-Mao Lin, 2020. "Intervention Strategies on the Wastewater Treatment Behavior of Swine Farmers: An Extended Model of the Theory of Planned Behavior," Sustainability, MDPI, vol. 12(17), pages 1-20, August.
    4. Xuxi Wang & Jing Tan, 2022. "The Perception and Attitude of Farmers toward Domestic Waste Classifications: A Case Study on Wusheng County, Sichuan Province, China," IJERPH, MDPI, vol. 19(20), pages 1-14, October.
    5. Yaprak Kurtsal & Davide Viaggi, 2020. "Exploring Collaboration and Consumer Behavior in Food Community Networks and Constraints Preventing Active Participation: The Case of Turkey," Sustainability, MDPI, vol. 12(8), pages 1-24, April.
    6. Huiling Wang & Ying Ma & Shaoxiong Yang & Mansoor Ahmed Koondhar & Rong Kong, 2020. "The Spillover Influence of Household Waste Sorting on Green Consumption Behavior by Mediation of Environmental Concern: Evidence from Rural China," IJERPH, MDPI, vol. 17(23), pages 1-17, December.

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