基于TPB与NAM的公众海洋垃圾治理支付意愿研究

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中图分类号：X196；X55；P7 文献标志码：A 文章编号：1005-9857（2025）12-0055-12

Study on the Public's Willingness to Pay for Marine Litter Governance Based on TPB and NAM

FENG Jie，XU Zhihua，LI Shuqin，HUANG Yiming（School of Economics，Ocean University of China，Qingdao ，China）

Abstract：Guiding public participation in marine liter governance is a key means of improving the marine environment.Using the contingent valuation method，this study estimates residents’wilingness 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% ofresidents are wiling to bear extra costs，with amean WTPof92.93 CNY/a ;（2）The TPB-NAM integrated framework can enhance the explanatory power of the model.Perceptual behavioral control，atitude，and subjective norm all show significant direct effects on WTP;（3）within the TPB，subjective norm positively affects atitude，while atitude negatively influences perceived control；within the NAM，awareness of consequences positively influences personal norm and responsibility atribution，and atribution of responsibility strongly affects personal norm；（4）There is aclose correlation between the TPB elements and the NAM elements.The awarenessofconsequence positively affects subjective norm and attitude， and subjective norm has a significant positive impact on the atributionofresponsibility.This paper reveals the willingnessof the public toparticipate inthegovernanceofmarine literand its formation mechanism，which can providea theoretical basis and empirical reference for improving the public participation policy about governing marine litter.

Keywords：Wilingness to pay，Theory of planned behavior，Norm activation model，Marine litter

0 引言

近年来，海洋垃圾成为全球关注的热点环境问题。（剩余18227字）