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

Min Tian, Bo Pu, Yini Chen and Zhian Zhu
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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

Sustainability, 2019, vol. 11, issue 24, 1-18

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.

Keywords: municipal solid wastes; waste classification; government publicity; consumer knowledge; extended theory of planned behavior model; structural equation model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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