Engagement factors for waste sorting in China: The mediating effect of satisfaction

Factors promoting satisfaction and engagement with waste sorting were investigated. An extended theoretical model was established by integrating the theories of consumer satisfaction and customer engagement, rather than customer loyalty. Full replies to 672 valid questionnaires were obtained from respondents in 31 Chinese provinces. This paper explored how the perceived value of waste sorting, sorting facilities, income, age, and education affect waste sorting satisfaction. This paper also analyzed the effect of satisfaction on engagement in terms of enthusiasm, social interaction, and active participation by region and gender using multiple-group structural equation modeling (SEM). The results revealed perceived value of sorting and good sorting facilities can enhance satisfaction. Satisfaction can enhance enthusiasm, social interaction, and active participation. Education level, income and age would influence satisfaction and three dimensions of engagement: enthusiasm, social interaction and active participation. Waste sorting satisfaction affected enthusiasm, social interaction, active participation to a greater extent in eastern versus middle and western regions of China. It is important to provide market-incentives, such as green points reward, deposit refund, to promote household waste sorting. (C) 2020 Published by Elsevier Ltd.