基于TPB-VBN理论的农村垃圾分类意愿行为对比研究——以河南省与甘肃省为例
Comparative Study on Rural Waste Sorting Willingness Based on TPB-VBN Theory —Cases from Henan and Gansu Provinces

近年来，农村经济高速发展，城市化进程加快，居民生活水平迅速提高。随着经济高速发展，一些环境问题逐渐显现，其中以部分农村生活垃圾未得到妥善处理的问题较为突出。针对农村居民参与农村生活垃圾分类意愿的情况等相关问题，本文结合计划行为理论与价值–信念–规范理论，运用多元化的调研手段，对河南地区和甘肃地区进行分析。构建了结构方程模型，设定了8个不同的潜在变量并进行了信效度检验，研究了不同潜在变量间的内在关联。研究得出：河南地区中感知行为控制影响最显著，表明了主观能力评估影响效用最大，而甘肃地区则个体规范影响更显著，突出了个人内化道德规范对生活垃圾分类意愿的影响。
Recently, substantial growth in the rural economy has been accompanied by accelerated urbanization and rapid improvements in residents’ living standards. However, this economic surge has also highlighted certain environmental challenges, particularly inadequate management of rural household waste in some regions. To investigate the willingness of rural residents to engage in household waste sorting, this paper integrates the Theory of Planned Behavior and the Value-Belief-Norm Theory. Utilizing diversified research methodologies, the study analyzes Henan region and Gansu region. By constructing a structural equation model, the study establishes eight distinct latent variables and rigorously tests their reliability and validity, thereby exploring the intricate relationships among these variables. The findings reveal that perceived behavioral control exerts the most significant influence in Henan, indicating that residents’ subjective assessments of their abilities play a crucial role. In contrast, in Gansu, personal norms emerge as a more dominant factor, highlighting the profound impact of internally held moral standards on individuals’ willingness to sort household waste. This study provides valuable insights into the regional differences in rural residents’ willingness to engage in environmental protection behaviors.