Despite many researches on household recycling behavior, little attention has been paid to socio-psychological determinants of rural household recycling behavior in mainland China and their effect levels. On the basis of the survey data from 756 respondents applying structural equation modeling, the final results show that concern for the community, and followed by self-efficacy, subjective norm, justification, moral norm, attitude toward recycling, situation factor, and knowledge of environmental harms of nonrecycling influence household recycling behavior most significantly. The effect of justification is negative and other effects are positive. The attitude is influenced positively by perceived usefulness. Comparisons with previous researches show two significant differences in effect level of each determinant and in rank orderings of determinants. Implications of the findings as well as study limitations are also discussed.
AckermanF. (1997). Why Do We Recycle?Washington, DC: Island Press.
2.
AjzenI. (1985). From intention to actions: A theory of planned behavior. In: KuhlJ.BeckmanJ. (Eds.), Action control: From cognitive to behavior (pp.11-39). New York, NY: Springer Verlag.
3.
AjzenI. (1991). The theory of planned behavior. Organization Behavior and Human Decision Processes, 50, 170-211.
4.
AjzenJ. (2002). Perceived behavioral control, self-efficacy, locus of control, and theory of planned behavior. Journal of Applied Social Psychology, 32, 665-683.
5.
AjzenI.MaddenT. J. (1986). Prediction of goal-directed behavior: Attitudes, intention and perceived behavioral control. Journal of Experimental Social Psychology, 22, 453-474.
6.
ArmitageC. J.ConnerM.LoachJ.WillettsD. (1999). Different perceptions of control: Applying an extended theory of planned behavior to legal and illegal drug. Basic and Applied Social Psychology, 21, 301-316.
7.
BabbieE. R. (1989). The practice of social research (5th ed.). Belmont, CA: Wadsworth.
8.
BagozziR. P.PhillipsL. W. (1982). Representing and testing organizational theories: A holistic construal. Administrative Science Quarterly, 27, 459-489.
9.
BagozziR. P.YiY.PhillipsL. W. (1991) Assessing construct validity in organizational research. Administrative Science Quarterly, 36, 421-458.
10.
BanduraA. (1997). Self-efficacy. In: RamachaudranV. S. (Ed.), Encyclopedia of human behavior (Vol. 4, pp. 71-81). New York, NY: Academic Press.
11.
BarrS. (2007). Factors influencing environmental attitudes and behaviors. Environment and behavior, 39, 435-473.
12.
BarrS.GilgA.FordN. (2005). Defining the multi-dimensional aspects of household waste management: A study of reported behavior in Devon. Resource, Conservation and Recycling, 45, 172-192.
13.
BolderoJ. (1995). The prediction of household recycling of newspapers: The role of attitudes, intentions and situation factor. Journal of Applied Social Psychology, 25, 440-462.
14.
BollenK. A. (1989). Structural equations with latent variables. New York, NY: John Wiley.
BratC. (1999). The impact of norms and assumed consequences on recycling behavior. Environment and Behavior, 31, 630-656.
17.
ChanK. (1998). Mass communication and pro-environmental behavior: Waste recycling in Hong Kong. Journal of Environmental Management, 52, 317-325.
18.
ChengS.LamT.HsuC. H. C. (2005) Testing the sufficiency of the theory of planned behavior: a case of customer dissatisfaction response in restaurants. Hospitality Management, 24, 475-492.
19.
CheungS. F.ChanD. K.WongZ. S. (1999). Reexamining the theory of planned behavior in understanding waste paper recycling. Environment and behavior, 31, 587-617.
20.
ChungS. S.PoonC. S. (1999). The attitudes of Guangzhou citizens on waste reduction and environmental issues. Resource, Conservation and Recycling, 25, 35-59.
21.
ChungS. S.PoonC. S. (2001). A comparison of waste-reduction practices and new environmental paradigm of rural and urban Chinese citizens. Journal of Environmental Management, 62, 3-19.
22.
ConnerM.McMillanB. (1999). Interaction effects in the theory of planned behavior: Studying cannabis use. British Journal of Social Psychology, 38, 195-222.
23.
DavisJ.FoxallG. R.PallisterJ. (2002). Beyond the intention-behavior mythology: An integrated model of recycling. Market Theory, 2, 29-113.
24.
DavisG.PhillipsP. S.ReadA. D.IidaY. (2006). Demonstrating the need for the development of internal research capacity: Understanding recycling participation using the Theory of Planned Behavior in West Oxfordshire, UK. Resource, Conservation and Recycling, 46, 115-127.
25.
DiekmannA.PreisendorferP. (1992). Personliches Umweltverhalten. Diskrepanzen zwischen Anspruch und Wirklichkeit [Personal environmental behavior: Discrepancies between expectations and reality]. Kolner Zeitschrift fur Soziologie und Sozialpsychologie [Journal of Sociology and Social Psychology], 44, 226-251.
26.
EbreoA.ViningJ. (2001). How similar are recycling and waste reduction? Future orientation and reasons for reducing waste as predictors of self-reported behavior. Environment and behavior, 33, 424-448.
27.
EmeryA. D.GriffithsA. J.WilliamsK. P. (2003). An in-depth study of the effects of socio-economic conditions on household waste recycling practices. Waste Management & Research, 21, 180-190.
28.
ErnstA. (1997). Okologisch-soziale Dilemmata: Psychologische Wirkmechanismen des Umweltverhaltens [Ecologically-social dilemmas: Psychological mechanisms of action of environmental behavior]. Weinheim, Germany: Beltz Psychologie Verlags Union [Beltz Verlag Psychology Union].
29.
EwingG. (2001). Altruistic, egoistic, and normative effects on curbside recycling. Environment and Behavior, 33, 733-764.
30.
FishbeinM.AjzenI. (1975). Belief, attitude, intention and behavior. Reading, MA: Addison-Wesley.
31.
FreyB. S. (1999). Morality and rationality in environmental policy. Journal of Consumer Policy, 22, 395-417.
32.
GambaR.OskampS. (1994). Factors influencing community residents’ participation in comingled curbside recycling programs. Environment and Behavior, 26, 587-612.
33.
GelissenJ. (2007). Explaining popular support for environmental protection. Environment and behavior, 39, 392-415.
34.
HansmannR.BernasconiP.SmieszekT.LoukopoulosP.ScholzR. W. (2006). Justifications and self-organization as determinants of recycling behavior: The case of used batteries. Resource, Conservation and Recycling, 47, 133-159.
35.
HornikJ.CherianJ.MadanskyM.NarayanaC. (1995). Determinants of recycling behavior: A synthesis of research results. Journal of Socio-Economics, 24, 105-127.
36.
HsuM. H.ChiuC. M. (2004). Internet self-efficacy and electronic service acceptance. Decision Support Systems, 38, 369-381.
37.
HuL.BentlerP. M. (1988). Fit indices in covariance structure modeling: Sensitivity to under parameterized model misspecification. Psychological Methods, 3, 424-453.
38.
HuL.BentlerP. M. (1998). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.
39.
HullandJ.ChowY. H.ShunyinL. (1996). Use of causal models in marketing research: A review. International Journal of Research in Marketing, 13, 181-197.
40.
Hunan Yearbook Association. (2006). 2006 Hu Nan Nian Jian. Changsha, Hunan, China: Hunan Yearbook Club.
41.
KaiserF. G. (2006). Amoral extension of the Theory of Planned Behavior: Norms and anticipated feelings of regret in conservationism. Personality and Individual Difference, 41, 71-81.
42.
KellyT. C.MasonI. G.LeissM. W.GaneshS. (2006). University community responses to on-campus resource recycling. Resource, Conservation and Recycling, 47, 42-55.
43.
KlineR. B. (1998). Principles and practice of structural equation modeling. New York, NY.: Guilford.
44.
KurzT.LindenM.SheehyN. (2007). Attitudinal and community influences on participation in new curbside recycling initiatives in Northern Ireland. Environment and Behavior, 39, 367-391.
45.
LeeC.GreenR. T. (1991). Cross-cultural examination of the Fishbein behavioral intentions model. Journal of International Business Studies, 22, 289-304.
46.
LiS. (2003). Recycling behavior under China social and economic transition: The case of metropolitan Wuhan. Environment and Behavior, 35, 784-801.
47.
MannettiL.PierroA.LiviS. (2004). Recycling: planned and self-expressive behavior. Journal of Environmental Psychology, 24, 227-236.
48.
MansteadA. S. R. (2000). The role of moral norm in the attitude-behavior relation. In: TerryD. J.HoggM. A. (Eds.), Attitudes, behavior and social context: The role of norms and group membership (pp. 11-30). Mahwah, NJ: Lawrence Erlbaum.
49.
National Bureau of Statistics of China. (2006). 2006 China Statistical Yearbook. Beijing, China: China Statistics Press.
50.
NunnallyJ. C. (1967). Psychometric theory. New York, NY: McGraw-Hill.
51.
O’Leary-KellyS.W.VokurkaR. J. (1998). The empirical assessment of construct validity. Journal Operations Management, 16, 387-405.
52.
RiseJ.ThompsonM.VerplankenB. (2003). Measuring implementation intentions in the context of the theory of planned behaviour. Scandinavian Journal of Psychology, 44, 87-95.
53.
SchultzP. W.OskampS.MainieriT. (1995). Who recycles and when? A review of personal and situation factor. Journal of Environmental Psychology, 15, 105-121.
54.
SykesG. M.MatzaD. (1957). Techniques of neutralization: A theory of delinquency. American Sociological Review, 22, 664-670.
55.
TongletM.PhillipsP. S.BatesM. P. (2004). Determining the drivers for householder pro-environmental behavior: Waste minimization compared to recycling. Resource, Conservation and Recycling, 42, 27-48.
56.
TongletM.PhillipsP. S.ReadA. D. (2004). Using the theory of planned behaviour to investigate the determinants of recycling behavior: A case study from Brixworth, UK. Resource, Conservation and Recycling, 41, 191-214.
57.
TudorT. L.BarrS. W.GilgA. W. (2006). Linking intended behavior and actions: a case study of healthcare waste management in the Cornwall NHS. Resource, Conservation and Recycling, 51, 1-23.
58.
ValleP. O. D.ReisE.MenezesJ.RebeloE. (2004). Behavioral determinants of household recycling participation. Environment and Behavior, 36, 505-540.
59.
ValleP. O.RebeloE.ReisE.MenezesJ. (2005). Combining behavioral theories to predict recycling involvement. Environment and behavior, 37, 364-396.
60.
ViningJ.EbreoA. (1992). Predicting recycling behavior from global and specific environmental attitudes and changes in recycling opportunities. Journal of Applied Social Psychology, 22, 1580-1607.
61.
ViningJ.EbreoA. (2002). Emerging theoretical and methodological perspectives on conservation behavior. In BechtelR. B.ChurchmanA. (Eds.), Handbook of environmental psychology (pp. 541-558). New York, NY: John Wiley.
62.
VroomV. R. (1964). Work and motivation. New York, NY: John Wiley.
63.
WernerC. M.MakelaE. (1998). Motivations and behaviors that support recycling. Journal of Environmental Psychology, 18, 373-386.
