A comparative study of factors influencing residents' waste sorting behavior in urban and rural areas of China.

Extensive research has been conducted on the waste sorting behavior (WSB) of residents, while it is the first time that the classification behavior of urban and rural residents is compared under the same theoretical framework in China. Based on questionnaire data from 478 urban and rural residents, structural equation modeling (SEM) was used to investigate the internal factors influencing the WSB by integrating the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM). Hierarchical regression analysis was utilized to investigate the moderating effect of external factors on the residents' intentions and behavior. The results show that the degree of deviation between rural residents' intentions and behavior is much larger than that of urban residents. Personal norms are the key factors affecting urban residents' waste sorting. In contrast, for rural residents, attitude is the most critical factor, but the influence of subjective norms is insignificant. In addition, we found that policy restraints and economic incentives significantly moderate the association between urban residents' sorting intention and behavior, with economic incentives having a better effect than policy restraints. In contrast, the impact of policy restraints on rural residents is better than that of urban areas. However, the moderating effect of economic incentives is insignificant for rural residents. The findings furnish the government with meaningful strategies to narrow the urban-rural waste management gap.