A Study On Influencing Factors Of Rural Residents' Willingness To Pay For Centralized Disposal Of Domestic Waste

At present,the pollution problem in rural areas of our country is becoming more and more serious,and domestic waste pollution has become one of the main problems that plague rural sustainable development.The improper garbage disposal methods of rural residents are the main reason for the pollution of domestic garbage.The domestic waste dumped and piled up at random not only causes the occupation of public spaces in the village,but also aggravates the pollution of soil and water in rural areas,endangering the health of rural residents.At present,China has widely implemented the centralized household garbage disposal system in rural areas,but it is difficult to maintain the domestic garbage centralized disposal system by relying solely on national capital investment.Foreign experience shows that it is necessary to introduce private capital to support the continuous treatment of household garbage.The most important way is to charge rural residents.Therefore,changing the environmental protection concept of rural residents,and how to charge rural residents for centralized garbage disposal has become one of the key issues that scholars are concerned about.By combing the existing relevant literature at home and abroad,this article finds that most of the existing researches start from the individual heterogeneity of rural residents,and study the factors that affect their willingness to pay for the centralized treatment of domestic waste,and rarely study the psychological characteristics of rural residents Address the impact of willingness to pay.However,in the research of other fields,scholars mostly based on the theory of planned behavior,and found that individual's wishes are deeply affected by their psychological characteristics,including the cognitive level and emotional level.Therefore,it is of very theoretical and practical significance to have a study of the mechanism of rural residents' psychological characteristics on their willingness to pay for the centralized treatment of domestic waste.This article takes rural residents as the research object,and takes rural residents 'domestic garbage centralized processing payment willingness as the research object.It attempts to build a theoretical analysis framework based on the expanded planning behavior theory of rural residents' domestic garbage centralized processing payment willingness.Explore the mechanism of the rural residents' psychological characteristics on their willingness to pay for the centralized treatment of household garbage at various levels.This paper selects Shaanxi,Gansu,and Hebei provinces to conduct field investigations,obtains 599 effective questionnaires,and selects structural equation models to empirically analyze the key influencing factors and mechanism of rural residents' willingness to pay for the centralized treatment of domestic garbage.The results show that there is a logical relationship between the emotional and cognitive psychological characteristics of rural residents and their willingness to pay for concentrated disposal of household waste.The specific conclusions are as follows :(1)The empirical results show that the cognitive factors of rural residents(environmental cognition,subjective norms,attitudes,and perceived behavior control)are the important factors affecting the WTP of rural residents for centralized disposal of household garbage,and have a significant positive impact on the WTP of rural residents for centralized disposal of household garbage.(2)Environmental emotion does not directly affect the WTP of rural residents for centralized disposal of household garbage,and has a positive impact on the payment willingness through the complete mediation of rural residents' cognitive factors.Among the mediation of each sub-path,the order is attitude > subjective norm > environmental cognition > perceived behavior control according to the degree of effect.(3)The model results also show that environmental emotion has a positive impact on environmental cognition,subjective norms,attitude and perceived behavior control.Therefore,the promotion of rural residents' WTP for centralized disposal of household garbage can be realized through the dual path of the direct effect of "rural residents' cognitive factors--the WTP for centralized disposal of household garbage" and the mediation of "rural residents' environmental emotions--rural residents' cognitive factors--the WTP for centralized disposal of household garbage".Therefore,it is suggested that the government and the village committee carry out various thematic publicity and education activities,so as to enhance the love and yearning of rural residents for a better environment and improve their environmental awareness and WTP for the centralized disposal of household waste.