Exploring the household wastewater sorting intention of rural residents by PLS-SEM: an empirical study in Jiangsu Province, China

This study aims to assess the household waste sorting intention of Chinese rural residents, and detect impacts of the main determinants of their sorting behavior applying partial least squares structural equation modeling (PLS-SEM). A modified model of the theory of planned behavior was established. Three factors, that is, governmental policy, awareness of sorting necessity and ecological value, are added to the modified model and subject norm and perceived behavioral control are set as formative indicators. The model is empirically investigated by questionnaire survey data collected from 322 respondents in Jiangsu Province, China (a response rate of 92%). The result shows that awareness of sorting necessity and ecological value have significantly positive effects on the household waste sorting intention of rural residents. Subject norm and awareness of sorting necessity are the two most important determinants. Government policies have no direct influence on the sorting intention, but it indirectly affect sorting intention through four mediating variables, namely sorting attitude, subject norm, awareness of sorting necessity and ecological value, among which the paths mediated by subject norm and awareness of sorting necessity are extremely crucial. Advices for improving the household waste sorting intention of rural residents are proposed. Limitations of this study and suggestions for further research are comprehensively discussed.