A Study on the Factors Influencing the Intention and Behavior Deviation of Rural Residents in Waste Separation—Based on LOGIT-ISM-MICMAC Combination Model

Accurate identification of the influencing factors and the mechanisms of the willingness-behavior paradox in rural residents in waste separation is conducive to stimulating rural residents to participate in rural environmental governance, which is important for solving the willingness-behavior paradox problem. By using CLES data, we analyzed the factors influencing rural residents’ willingness to separate garbage and behavioral paradoxes using the combined LOGIT-ISM-MICMAC model. The results of the study showed that (1) the regression results showed that eight factors, including publicity means, reward and punishment means, policy effect perception, villagers’ environmental protection behavior perception, gender, age, socio-economic status, and ecological livability status, affect the paradox of villagers’ willingness to separate garbage and behavior; (2) the results of the ISM model show that there are four main transmission paths, and the commonality lies in the common transmission paths of “policy publicity effect factor, villagers’ perception of environmental protection behavior, village ecological habitability, and deviation of willingness and behavior”; (3) the results of MICMAC model show that we should focus on strengthening the ecological habitat of villages, ensuring the effectiveness of policy promotion, and encouraging villagers’ environmental protection behavior to reduce the deviation of rural residents’ behavior and intention