Research On The Influencing Factors Of Construction Unit Employees' Willingness To Reduce Construction Waste Based On Norm Activation Theor

With the acceleration of the urbanization process,many construction wastes are produced in the process of construction and demolition,and reconstruction,which brings great troubles to residents’ life,environmental protection,and sustainable development.Based on the author’s more than 10 years of study and project management experience,the analysis can be found that the research on construction waste reduction output,effective treatment,and recycling still needs to be improved in our country.And more emphasis is placed on the research of project management units,design units,and construction units’ employees,and few analyses from the perspective of construction unit employees.Leading the construction unit practitioners to waste reduction behavior consciousness is weak.Therefore,it is very necessary to study the waste reduction intention of employees in construction units and explore the factors that affect the reduction intention.Based on the norm activation theory,this paper studies the influencing factors of waste reduction intention of employees in construction units.Firstly,through the study of behavioral theory,the normative activation theory which is more consistent with pro-environment and pro-social behavior is selected as the theoretical basis.Combined with relevant practical experience,literature research,and construction industry status quo,to determine the research content.Secondly,based on the original model of normative activation theory,social and market environment factors are introduced to create a motivation model of waste reduction intention of employees in construction units,and the relationship between factors affecting the reduction intention of employees in construction units is analyzed: First,the reduction intention is affected by personal norms;Second,individual norms are influenced by both consequence consciousness and attribution of responsibility;Third,the attribution of responsibility is influenced by the consciousness of consequence;Fourth,social and market environment,as moderating variables,regulate the relationship between individual norms and reduction intention of employees in construction units.The research hypothesis was proposed,and questionnaire design,preliminary survey,and reliability and validity analysis were carried out.Finally,an empirical study was conducted.SPSS and AMOS were used to conduct descriptive statistics,reliability and validity analysis,fit analysis,convergence validity analysis,discrimination validity analysis,structural equation analysis,and hypothesis testing of the survey results.The findings are as follows: First,all the five hypotheses of H1-H5 passed the significance test,and the results showed that consciousness had a significant positive impact on attributions of responsibility and personal norms,with the standardization coefficients 0.633 and 0.400;Second,attribution of responsibility has a significant positive impact on individual norms,and its standardization coefficient is 0.414;Third,individual norms have a significant positive impact on reduction intention,and the standardization coefficient is 0.728;Fourth,social and market environment play a positive moderating role in the relationship between "individual norms and reduction intention",with a standardization coefficient of 0.150.By comparing the path standardization coefficient,we can see that among the four influencing paths,the critical path is the path of individual norm →reduction intention,which is positively regulated by the social and market environment.Based on the research conclusions,the following suggestions are put forward: First,promote the image of emission reduction tree through various forms to enhance the awareness of results;Second,strengthen the top-level design of the construction waste management constitution,and clarify the main responsibilities of each party in the construction project;Third,by enhancing the sense of obligation,stimulating the initiative,deepening the feeling of guilt,improving the comprehensive quality and enhancing the personal norms;Fourth,promote market development through policies,standardize management awareness,quantify management guarantee system,strengthen comprehensive management,and improve the market environment.