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Determining Socio-Psychological Drivers for Rural Household Recycling Behavior in Developing Countries

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.