Author(s)

Guoliang Zhang ¹

Affiliation(s)

¹ School of Business Administration, Jimei University, Xiamen, China

Corresponding Author

Guoliang Zhang

ABSTRACT

In recent years, the continuous improvement of people's living standards has made the garbage increase exponentially, and the pressure of environmental governance is increasing, and the problem of garbage classification and recycling governance is imminent. Based on the comprehensive analysis framework of planned behavior theory and normative activation theory, this study uses structural equation model and 525 questionnaires to empirically test the influencing factors and mechanism of public garbage sorting and recycling intention. The results show that: (1) Public garbage sorting and recycling intention is the result of the interaction of rationality and morality, rather than pure rationality or pure morality driven behavior. (2) Behavioral attitudes, perceived behavioral control, subjective norms, and personal norms all have a positive impact on the public's behavioral intention of garbage classification and recycling. (3) Results consciousness and responsibility ownership have positive effects on personal norms. (4) The reward and punishment system from the external situation is one of the measures to effectively improve the public's willingness to recycle garbage. Finally, according to the research conclusions, corresponding countermeasures and suggestions are put forward to improve the public's willingness and behavior in the process of garbage classification and recycling.

KEYWORDS

Garbage sorting, Recycling behavior, Theory of planned behavior, Normative activation theory, Structural equation

CITE THIS PAPER

Guoliang Zhang, Research on the Public's Intention of Garbage Sorting and Recycling: An Integrative Model of Theory of Planned Behavior and Norm Activation Theory. Environment, Resource and Ecology Journal (2023) Vol. 7: 77-86. DOI: http://dx.doi.org/10.23977/erej.2023.070710.

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