Investigating intention and behaviour towards sorting household waste in Chinese rural and urban–rural integration areas

The vast output of household waste has become a terrible environmental problem with the rapid growth of social development and population in China. Several pilot cities have introduced related policies to regulate urban residents in sorting household waste. Although existing research has concentrated on sorting waste intentions and behaviours amongst urban residents, especially in pilot cities or other large cities, waste produced in non-city areas should not be neglected. Accordingly, this study identified the determinants influencing waste sorting intentions and behaviours of residents in rural or urban–rural integration areas by incorporating the theory of planned behaviour and norm-activation model. A total of 241 residents completed valid questionnaires, and the collected data were empirically analysed through covariance-based structural equation modelling. Results implied that behavioural attitude and perceived behavioural control were the most significant predictors of sorting waste intention and behaviour. Meanwhile, personal moral norms and subjective norms also presented positive effects on behavioural intention. Awareness of consequence had a significant influence on personal moral norm rather than behavioural intention. After empirical analysis, this study proposed several managerial implications regarding waste problems in rural and urban–rural integration areas in China. • Incorporating the TPB and norm-activation model as the theoretical model. • Studying sorting waste behaviour in China which is emphasized in policies and regulations at present. • Taking Chinese rural and urban-rural integration areas into consideration.