Different Perceptions of Belief: Predicting Household Solid Waste Separation Behavior of Urban and Rural Residents in China

Tianyang Lou,Deyong Wang,Dongjie Niu,Huili Chen

doi:10.3390/su12187778

Tianyang Lou, Deyong Wang + Show 2 more

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https://doi.org/10.3390/su12187778

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Abstract

An unprecedented Household Solid Waste (HSW) separation program was launched in 46 cities and some pilot rural areas in China in 2019. This study examines the antecedents of waste separation behavior using the extended theory of planned behavior (TPB) to identify beliefs that are useful targets for interventions, and compares the urban-rural differences. Based on interviews with rural and urban residents, we identified residents’ beliefs influencing waste separation behaviors, including four behavioral, seven normative, and eight control beliefs. Then, we tested the conceptual model with a two-stage questionnaire survey using a sample of 604 residents from urban and rural areas. Evidence from structural equation modeling supports the extended TPB in that it predicts waste separation intention and behavior on the whole. Moral norm and self-identity were found to independently predict intention and may prove a useful addition to the TPB; however, the path from attitude to intention is not supported in both urban and rural models. Moreover, the specific difference of belief between urban and rural residents was examined. The behavioral beliefs associated to money, including earning, free waste bin or bag, and fine, are significant only in the rural group. The normative beliefs of family, Chinese Communist Party (CCP) members, and government can affect residents’ subjective norm in both urban and rural, while the beliefs of relatives, friends, and neighbors are significant only in the rural group. Implications for managers of operating waste separation programs were discussed. Further investigation into the potential of the model to intervene in waste separation behavior is required.

Highlights

Municipal solid waste is one of the most serious problems confronting developing countries due to the conflicting development goals between rapid urbanization and the persistent craving for a cleaner environment
The demographics show that rural residents are older than urban residents and that urban residents have higher education and household income than those of rural residents
The results show the crucial role of normative components in residents’ waste separation behavior and the differences between urban and rural: the urban residents’ waste separation behavior is more likely to be affected by the internal normative component, i.e., self-identity, than that of rural residents

Summary

Introduction

Municipal solid waste is one of the most serious problems confronting developing countries due to the conflicting development goals between rapid urbanization and the persistent craving for a cleaner environment. Waste source separation is a critical component of a successful waste management system [3]. It is one of the most effective and economic ways to enhance the reuse and recycling rate of waste and to guarantee the quality of waste for the final disposal. The implementation of waste separation policy depends on the change of residents’ waste disposal habitual behavior. Some developed countries, such as Germany, UK, and Japan, have achieved success through 20–30 years’ cultivation of public environmental awareness by social campaign and legislation. There is no doubt that the success of waste separation policy is strategically important for alleviating resources and sustainable development for them

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