Waste sorting is an important aspect of environmental protection, which is now being enforced on a large scale in China. More broadly, it is beneficial to improve the implementation strategies for waste sorting policy and programmes. This study analyses the psychology of consumers that influences the mechanisms of consumer waste sorting and the governmental policies influencing consumers' attitudes and behaviours. About 295 validated participants were collected from four regions of China. Regression analysis was used to examine the relationship among consumers' internal motivation, government's external publicity and consumer behaviour, and the Hayes' PROCESS macro was used to test mediating effect and moderating effect. The results show that consumers' internal motivation and government's external publicity have a positive effect on consumer behaviour. Consumer attitude played a complete mediating role between consumers' internal motivation and consumer behaviour. Between the government's external publicity and consumer behaviour, consumer attitude played a complementary mediating role. Consumers with self-transcendence values, positive motivation of waste sorting and the government's external publicity had a greater positive impact on their attitudes than consumers with self-enhancement values. The greater the material benefits and psychic income consumers received from waste sorting, the more it promoted a positive attitude to consumer behaviour. The article puts forward some management suggestions to improve the government's implementation of its waste sorting policy.
Keywords: Waste sorting; consumer attitude; consumer behaviour; personal benefits; personal values; questionnaire.