Cheng Peng, Xinyu Liang, Sidai Guo, Yubing Qian
School of Economics and Management, Southwest University of Science and Technology, Mianyang, China.
Front Psychol. 2021 Nov 11;12:711218. doi: 10.3389/fpsyg.2021.711218. eCollection 2021.
"Gutter oil" is a term for the practice of recycling used waste oil from restaurant fryers, sinks, and even slaughterhouses and sewers, and has been a major food safety and sanitation issue in China for many years. However, with proper treatment, these issues can be mitigated, turning large amounts of waste product into valuable resources and conserving energy resources. Based on this questionnaire survey conducted in the cities of Chengdu and Mianyang in Sichuan, China, this paper uses the value evaluation method to measure urban residents' willingness to pay for the treatment of gutter oil, and explores the factors and path influencing residents' willingness to pay based on the extended theory of planned behavior. The results of this study affirms the validity and universality of the Theory of Planned Behavior. Behavioral attitude, perceived behavioral control, and subjective norms have a direct positive impact on their willingness to pay. Risk perception and past experience indirectly affect residents' willingness to pay for gutter oil through the intermediary variable of behavioral attitude, which means that the public's risk awareness can be improved by vigorously publicizing the harmful effects of gutter oil, thereby also increasing acceptance toward gutter oil treatment. As an intermediary variable, subjective norms have a significant indirect effect on the impact path of past experience on willingness to pay, which reflects the significant influence of subjective norms such as reference group and environment. The results show that urban residents have a higher willingness to pay for the treatment of gutter oil. The mean willingness to pay is 7.75 RMB per month per capita.
“地沟油”是一个用来描述回收餐馆油炸锅、水槽甚至屠宰场和下水道中用过的废油的术语，多年来一直是中国食品安全和卫生的一个主要问题。然而，通过适当的处理，这些问题可以得到缓解，将大量废品转化为宝贵资源并节约能源。基于在中国四川省成都市和绵阳市进行的这项问卷调查，本文采用价值评估方法来衡量城市居民对地沟油处理的支付意愿，并基于扩展的计划行为理论探讨影响居民支付意愿的因素和路径。本研究结果证实了计划行为理论的有效性和普遍性。行为态度、感知行为控制和主观规范对他们的支付意愿有直接的正向影响。风险感知和过去的经验通过行为态度这一中介变量间接影响居民对地沟油的支付意愿，这意味着通过大力宣传地沟油的有害影响可以提高公众的风险意识，从而也增加对地沟油处理的接受度。作为中介变量，主观规范在过去经验对支付意愿的影响路径上有显著的间接效应，这反映了参考群体和环境等主观规范的重大影响。结果表明，城市居民对地沟油处理有较高的支付意愿。平均支付意愿为人均每月7.75元人民币。
