Decoding the psychological, behavioral, and environmental drivers of farmers’ willingness to participate in rural household waste source separation: A SEM analysis of policy influence, attitudinal changes, and perceived risks

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Abstract

[Purpose] Our purpose of this study is to construct a “psychological-behavioral- environmental” analytical framework to explore the influencing mechanism of farmers’ participation in waste classification. [Methods] An empirical analysis was conducted through questionnaires and structural equation modeling to reveal the significant effects of behavioral attitudes, Subjective norm, and perceived values on farmers’ willingness to participate. [Findings] The results showed that (1) attitude toward behavior, Subjective norm, perceived behavioral control, perceived value, perceived risk, and past experiences have a significant positive influence on farmers’ willingness to participate in source separation and reduction of rural household waste. The path coefficient of perceived value was 0.78, which is an important factor influencing willingness to participate. (2) Attitude toward behavior plays a significant mediating role in the relationship between perceived value, perceived risk, past experience, and willingness to participate. (3) Environmental regulation has a negative moderating effect on the relationship between behavioral attitudes and willingness to participate, indicating that there is a formalization problem in the current policy environment and that over-reliance on administrative intervention may not be conducive to the formation of endogenous motivation of farmers. (4) The willingness to participate was stronger among farmers with higher education and higher household income levels, while the older group showed lower motivation to participate due to lack of classification knowledge and stereotyped habits. [Originality/value] Effective enhancement of farmers’ participation in garbage classification requires the integration of cognitive reinforcement, behavioral motivation, conscious awareness cultivation, and institutional innovation.

Keywords

farmers’ willingness / rural domestic waste / source separation and reduction / perceived value / environmental regulation

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