Resources Science ›› 2021, Vol. 43 ›› Issue (11): 2236-2250.doi: 10.18402/resci.2021.11.08

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Farmers’ domestic waste disposal behavior: Moderating effects based on big five personality traits

SU Min1(), FENG Shuyi1(), LU Hualiang2, FAN Pengfei1   

  1. 1. College of Public Administration, Nanjing Agricultural University, Nanjing 210095, China
    2. School of Business, Changzhou University, Changzhou 213164, China
  • Received:2020-11-27 Revised:2021-03-06 Online:2021-11-25 Published:2022-01-25
  • Contact: FENG Shuyi


In order to regulate farmers’ littering behavior, and improve the effect of rural environmental governance, this study combined the theory of planned behavior and the big five framework from the perspective of psychology, adopted structural equation modeling (SEM), latent cluster analysis, and multiple-group generalized SEM, and conducted an empirical analysis based on the sample of 1779 households in Handan City, Hebei Province. The results indicated that (1) Attitude, subjective norms and perceived behavior control significantly increased farmers’ waste disposal intention, and therefore their waste disposal behavior. Farmers who have a more positive attitude, have more willingness to follow the environmental expectations of family and friends, and feel less difficulty properly disposing of household waste will have a higher intention to achieve household waste disposal behavior properly. (2) Farmers’ personalities significantly moderate the psychological mechanism, and the moderating effect is mainly generated by the stability meta-trait. Agreeableness and conscientiousness increased the positive effect of subjective norms on intention, but decreased the positive effect of perceived behavior control on intention. Neuroticism increased the positive effect of perceived behavior control on intention. Therefore, it is necessary not only to encourage the government to increase the financial investment and optimize the spatial layout of infrastructure but also consider the local custom civilization and develop more personalized programs to guide and motivate farmers’ participation in rural domestic waste management by taking most use of their personality traits.

Key words: rural domestic waste disposal, farmer participation, big five personality traits, latent cluster analysis, multiple-group generalized structural equation modeling, moderating effect, Handan in Hebei Province