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The Role of Two Social Marketing Strategies and Communication Design in Chinese Households’ Waste-Sorting Intentions and Behavior: A Theory of Planned Behavior Approach

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  • Xiao Wang

    (School of Communication, Rochester Institute of Technology, Rochester, NY 14620, USA)

  • Lin Lin

    (Earth System Science Interdisciplinary Center, University of Maryland, College Park, MD 20772, USA)

Abstract

As part of the 14th Five-Year Plan, China aims to establish waste-sorting facilities in 436 cities by 2035. The success of waste sorting is dependent on individual-level changes as well as macro-level changes. Guided by the theory of planned behavior, the present analysis aimed to answer two questions: (a) What variables (e.g., attitudes and norms) were related to Chinese residents’ waste-sorting intentions, and (b) what social marketing strategies and design were related to the participants’ waste-sorting intentions? A cross-sectional survey of 459 Chinese participants was conducted in March 2021. Participants’ attitudes toward waste sorting, perceived norms, self-efficacy, exposure to social marketing strategies, evaluation of communication design, and several other variables were measured using questionnaire items. The participants’ attitudes toward waste sorting, perceived norms, self-efficacy, and hope predicted their intentions to sort waste. More importantly, two main social marketing strategies emerged from the analysis: Benefits and ways of waste sorting and the consequences of noncompliance. Promoting the benefits of and ways of waste sorting and communication design predicted intentions: These relationships were mediated by attitudes, norms, self-efficacy, and hope. On the other hand, strategies related to the consequences of noncompliance were a weak predictor of perceived norms and self-efficacy. Our results were significant because they provide guidance for future waste-sorting programs on the social marketing strategies to use and the need for more professional and well-designed promotional materials.

Suggested Citation

  • Xiao Wang & Lin Lin, 2023. "The Role of Two Social Marketing Strategies and Communication Design in Chinese Households’ Waste-Sorting Intentions and Behavior: A Theory of Planned Behavior Approach," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5176-:d:1097446
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    References listed on IDEAS

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    1. Yixuan Wang & Xingle Long & Liang Li & Qinglin Wang & Xiping Ding & Sijia Cai, 2021. "Extending theory of planned behavior in household waste sorting in China: the moderating effect of knowledge, personal involvement, and moral responsibility," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(5), pages 7230-7250, May.
    2. Huang, Jinsong & Su, Song & Zhou, Liuning & Liu, Xi, 2013. "Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 36-46.
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    1. Shih-Wei Wu & Pei-Yun Chiang, 2023. "Exploring the Mediating Effects of the Theory of Planned Behavior on the Relationships between Environmental Awareness, Green Advocacy, and Green Self-Efficacy on the Green Word-of-Mouth Intention," Sustainability, MDPI, vol. 15(16), pages 1-27, August.

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