Combining Maslow's hierarchy of needs theory with the TPB: What influences waste separation behavior in Chinese residents: Evidence from Shanghai

Abstract

• The research framework of this paper is built by combining Maslow's hierarchy of needs theory and TPB. • The factors affecting the separation of residential waste are explored from both emotional and cognitive levels. • Economic incentives (external factors) are subdivided into rewards and punishments. • The sense of belonging has a significant positive impact on residents' waste separation. • The two moderating variables (rewards and punishments) have significantly positive moderating effects. Waste separation is essential for advancing ecological civilization and promoting sustainable urban development. The survey of residents' waste management behavior helps the country to better implement waste management policies and reduce the cost of environmental management. Drawing from Maslow's hierarchy of needs theory and the theory of planned behavior (TPB) to build the research framework, this study delves into the internal factors influencing residents' waste separation, focusing on emotions and cognition, and discusses the impact of external factors on residential waste separation according to the waste separation policy of Shanghai. A structural equation model is employed to analyze the waste separation behavior of 376 Shanghai citizens. The findings indicate that the sense of belonging, attitude, subjective norms, and perceived behavior control indirectly influence waste separation behavior by shaping residents' intentions. Furthermore, waste separation reward and punishment play a positive role in moderating the connection between intention and behavior. Notably, this study extends the research framework and theory. Moreover, the research offers valuable insights for other cities looking to adopt similar policies.

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