Lin Lin

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.