Abstract
Currently, China's economic development has shifted from the pursuit of development speed to the pursuit of development quality, and as a result, people are paying more attention to environmental issues. However, some scholars have observed the phenomenon of "high willingness but low behavior" in various aspects of rural habitat management. To this end, this paper first analyzes the factors influencing farmers' willingness to participate in household waste separation and the degree of participation using the UTAUT theoretical analysis framework, and then conducts an empirical test based on CLES2021 data using the Heckman two-stage choice model. The results show that ecological performance expectation, social performance expectation, knowledge reserve, institutional norms, technical convenience and governance foundation have a significant positive influence on the willingness to increase farmers' domestic waste separation, while the conversion of willingness to behavior is influenced by economic performance expectation, knowledge reserve, institutional norms, demonstration effect and technical convenience. Accordingly, this paper attempts to propose corresponding suggestions to promote farmers' domestic waste separation governance.
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