Research on the variations in individual waste separation behavior due to different information strategies-Mediating effects of psychological distance.

ABSTRACT

Although information intervention can guide individual behavior, there are variations in information interpretation and processing results caused by different psychological distances. This study explored the explanation mechanism underlying individual psychological distances and their effects on different information intervention strategies that aim to improve waste separation behavior. The survey sample data obtained from large-scale field intervention experiments were analyzed using regression analysis, a difference-in-difference test, and T-tests. The results showed that (1) psychological distance has a significant mediating effect on the interaction between the cognition of separation and waste separation behavior; (2) modeling is a form of information intervention effectively promotes individual waste separation behavior and the waste separation behavior relationship; (3) among groups with different cognitions of separation, modeling can significantly promote the waste separation behavior of the group with low-level concerns as it improves their habit and citizen dimensions. The publicity and education strategies can positively promote the habit dimension of the group with low-level concerns, but it has a negative effect on the waste separation behavior of the high-level concerns group; (4) among groups with different psychological distances towards waste separation, modeling can significantly promote the waste separation behavior of the group with a closer expected distance. The research results provide effective theoretical support and practical significance for promoting individual waste separation behavior and realizing waste recycling and reduction.