海洋开发与管理2025，Vol.42Issue(12)：55-66,12.
基于TPB与NAM的公众海洋垃圾治理支付意愿研究
Study on the Public's Willingness to Pay for Marine Litter Governance Based on TPB and NAM
冯洁 1许志华 1李淑琴 1黄一鸣1
作者信息
- 1. 中国海洋大学经济学院 青岛 266100
- 折叠
摘要
Abstract
Guiding public participation in marine litter governance is a key means of improving the marine environment.Using the contingent valuation method,this study estimates residents' willingness to pay(WTP)and constructs an integrated Theory of Planned Behavior(TPB)and Norm Activation Model(NAM)framework to examine the determinants and mechanisms of WTP for marine litter management via structural equation modeling.Results show that:(1)99.8％of residents are willing to bear extra costs,with a mean WTP of 92.93 CNY/a;(2)The TPB-NAM integrated framework can enhance the explanatory power of the model.Perceptual behavioral control,attitude,and subjective norm all show significant direct effects on WTP;(3)within the TPB,subjective norm positively affects attitude,while attitude negatively influences perceived control;within the NAM,awareness of consequences positively influences personal norm and responsibility attribution,and attribution of responsibility strongly affects personal norm;(4)There is a close correlation between the TPB elements and the NAM elements.The awareness of consequence positively affects subjective norm and attitude,and subjective norm has a significant positive impact on the attribution of responsibility.This paper reveals the willingness of the public to participate in the governance of marine litter and its formation mechanism,which can provide a theoretical basis and empirical reference for improving the public participation policy about governing marine litter.关键词
支付意愿/计划行为理论/规范激活理论/海洋垃圾Key words
Willingness to pay/Theory of planned behavior/Norm activation model/Marine litter分类
资源环境引用本文复制引用
冯洁,许志华,李淑琴,黄一鸣..基于TPB与NAM的公众海洋垃圾治理支付意愿研究[J].海洋开发与管理,2025,42(12):55-66,12.
