Factors Affecting Contractors’ Waste Reduction Behavior in China: An Integrated Theory of Planned Behavior and Norm Activation Model Approach

Construction waste reduction is crucial for conserving resources, protecting the environment, and promoting sustainable development. However, few studies have explored the factors that may prompt construction waste reduction behavior among contractors in the Chinese construction industry. To address this gap, this study aims to examine the psychological drivers of contractors’ waste reduction behavior by integrating the Theory of Planned Behavior and the Norm Activation Model. This integrated approach allows for an analysis of motivations from both self-interested and altruistic viewpoints. Survey data were collected from 437 Chinese contractors and analyzed using Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) to empirically test the proposed theoretical model. The findings of this study reveal that reduction intention and perceived behavioral control are the most critical drivers of contractors’ waste reduction behavior. Subjective norms and personal norms also exert significant influence, with personal norms demonstrating a full mediation effect through reduction intention on behavior. Crucially, government monitoring significantly and positively moderates the relationship between reduction intention and actual behavior. This research not only deepens the theoretical understanding of contractors’ waste reduction behavior but, more importantly, provides robust empirical support for developing composite governance strategies that can simultaneously activate contractors’ internal norms and external motivations.