| 摘要: |
| 引导公众参与海洋垃圾治理是改善海洋生态环境的重要手段。文章使用条件价值评估法评 估公众对海洋垃圾治理的支付意愿， 并构建计划行为理论（TPB） 和规范激活理论（NAM） 的综合框架，运用结构方程模型实证探究公众海洋垃圾治理支付意愿的影响因素与作用机理。研究结果表明：（1）99.8% 的居民愿意为海洋垃圾治理承担额外费用，平均支付意愿为 92.93 元 /a；（2）TPB-NAM 综合框架可提升模型解释度，知觉行为控制、行为态度与主观规范均对支付意愿表现出显著且直接的影响；（3）在 TPB 内部，主观规范正向影响行为态度，行为态度对知觉行为控制有负向影响；在 NAM 内部，结果意识正向影响个人规范和责任归属，责任归属对个人规范有显著影响；（4）TPB 要素和 NAM 要素间存在紧密关联，结果意识正向影响主观规范和行为态度，主观规范对责任归属有显著的正向影响。文章揭示了公众参与海洋垃圾治理的意愿及其形成机理，可为完善海洋垃圾治理公众参与政策提供理论依据与实证参考。 |
| 关键词: 支付意愿 计划行为理论 规范激活理论 海洋垃圾 |
| DOI：10.20016/j.cnki.hykfygl.2025.12.011 |
| 投稿时间：2025-08-28修订日期：2025-12-09 |
| 基金项目: |
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| 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 |
| Abstract: |
| Guiding public participation in marine litter governance is a key means of improving the marine environment．Using the contingent valuation method，this study estimates residents’ willingness 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％ of residents are willing to bear extra costs，with a mean WTP of 92.93 CNY/a；（2）The TPB-NAM integrated framework can enhance the explanatory power of the model. Perceptual behavioral control，attitude，and subjective norm all show significant direct effects on WTP；（3）within the TPB，subjective norm positively affects attitude，while attitude negatively influences perceived control；within the NAM，awareness of consequences positively influences personal norm and responsibility attribution，and attribution of responsibility strongly affects personal norm；（4）There is a close correlation between the TPB elements and the NAM elements．The awareness of consequence positively affects subjective norm and attitude， and subjective norm has a significant positive impact on the attribution of responsibility．This paper reveals the willingness of the public to participate in the governance of marine litter and its formation mechanism，which can provide a theoretical basis and empirical reference for improving the public participation policy about governing marine litter. |
| Key words: Willingness to pay,Theory of planned behavior,Norm activation model,Marine litter |
