With the rapid growth of the urban population, the development of production and consumption, and improved living standards, waste generation has increased over time. The first positive step to solve the problem of household waste is waste separation behavior. Studying the determinants that prompt individuals to comply with waste separation policy (WSP) is worthwhile. The author aims to offer an integrated view of individuals' compliance with waste separation policy based on rational choice and deterrence theories. Survey data collected from 306 households in South Korea are used to test the research model using partial least squares analysis. The study shows that WSP compliance intention is motivated by the perceived benefit and perceived effectiveness of WSP. Furthermore, the results show that perceived deterrent severity and perceived deterrent certainty positively influence WSP compliance intention. The implications for theory and policymakers are discussed to facilitate waste separation behavior.
Keywords: compliance intention; deterrence theory; rational choice theory; waste separation behavior; waste separation policy.