| Summary: | With the economic development and rising living standards in rural China, the amount of household waste generated continues to increase, causing serious pollution to the environment and risks to public health. Promoting the classification of rural household waste is a critical way to improve the dwelling environment and control disease transmission in rural areas. Using the 2021 China Land Economic Survey (CLES) conducted in rural areas of Jiangsu province, China, this research explores how economic incentives and reputational incentives impact rural residents’ participation in household waste classification intention and behavior. The results show that most surveyed rural residents have the intention to classify their household waste, but only half of them perform the waste classification behavior. Furthermore, both economic incentives and reputation incentives have significant positive effects on rural residents’ intention and behavior regarding household waste classification, and there exists a complementary effect between them, which indicates that a combination of economic incentives and reputation incentives will increase the participation rate of rural residents in household waste classification. Finally, based on the findings, we put forward recommendations for rural waste management policies, including synergizing both economic incentives and reputation incentives, improving the mobilization system, and strengthening publicity and education on household waste classification.
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