The Research On The Determinants Of Environmental Friendly Behavior Based On Behavior Costs Diversities

With the development of China urban economic, the process of urbanization isspeeding up. The continuous increasing of urban population leads to the continuousincreasing of municipal solid waste. Sorting is the basis and precondition ofmunicipal solid waste management. Foreign scholars have investigated the issue ofsolid sorting from the angle of environmental engineering, civil engineering and alsomanagement, sociology, psychology while domestic scholars mainly investigate thisissue from the angle of engineering. In order to enrich the researches with Chinesecharacteristic, this paper, from the angle of management, sociology and psychology,analyzed the determinants of waste sorting behavioral intention and behavior indifferent situations, explored the behavioral regularities of actors of waste sorting,and provided the basis for policy-making.This paper, based on the theory of planned behavior (TPB), increased thedimensionality of behavioral costs diversities, and then analyzed the determinants tobehavioral intention and behavioral in different situation of behavioral costs.Behavioral cost is the subjective judgment of money and time one spent, theinconvenience one perceived when taking some actions, is the maximum satisfactionof choosing this behavior while discarding other behaviors. The theory of plannedbehavior (TPB) thinks that the determinant of behavior is behavioral intention, andbehavioral intention is determined by attitude, subjective norms and perceivedbehavior control. This paper includes three parts: analysis for the behavioral costs ofdifferent waste catalogs; analysis for the determinants of waste sorting behaviorintention and behavior in different situations base on behavioral costs diversities andthe analysis for the influences of social demographic factors.First, this paper analyzed the behavioral costs of different waste catalogs; thenbuilt the model of planned behavior based on behavior cost diversity, and explored the influences of different determinants; at last, as a supplement, analyzed theinfluences of social demographic factors. Based on the questionnaire survey method,this paper measured the behavioral intention, behavior, behavioral cost, policy, socialdemographic factors from297valid questionnaires (300questionnaires gave out).Based on the data got from questionnaire survey, using multiple linear regression anddummy variable regression, the data was processed and the result was analyzed.Conclusions are as follow,1. There are big differences among the behavioral costs of different wastecatalogs, and also between the result using direct method and indirect method. Thehigh cost group is fabric, metal and kitchen waste, and the low cost group is paper,plastic and glass.2. The influences of the same determinant to behavioral intention and behaviorare different in different situation of behavioral cost. In high cost situation, perceivedbehavior control is the key determinant to behavioral intention and behavior, thesecond is subjective norm, the last is attitude; in low cost situation, attitude is the keydeterminant to behavioral intention and behavior, then is subjective norm andperceived behavior control.3. Regarding the social demographic factors, age, education and income haveinfluence to behavioral intention and behavior, excepting gender, while the result isnot stable.This paper reveals the determinants of waste sorting to behavioral intention andbehavior differ from situations of behavioral costs. This provided am analysis tool towaste sorting promotion and policy-making.