Research on the influencing factors of consumption behavior of agricultural organic waste derivatives.

The promotion and utilization of agricultural organic waste derivatives represent a critical pathway toward achieving green agricultural transformation and efficient resource recycling. Drawing upon the TPB and NAM theories, this study develops a dual-path integrated behavioral model that encompasses both rational decision-making and moral motivation. Based on 661 valid survey responses collected in the Xinjiang region of China, the study employs SEM and DEMATEL method to systematically examine the influence mechanisms of subjective norms, behavioral attitude, perceived behavioral control, personal norms, consequence perception, and responsibility attribution on consumers' willingness to consume and their actual consumption behavior of agricultural organic waste derivatives. It further identifies the causal relationships and hierarchical structure among these key variables. The findings reveal that: (1) Subjective norms, behavioral attitude, and personal norms significantly and positively influence consumer willingness, thereby promoting actual consumption behavior. Perceived behavioral control not only directly enhances willingness but also facilitates behavioral conversion; (2) Consequence perception, responsibility attribution, and subjective norms indirectly influence consumer willingness by activating personal norms, while consequence perception also enhances willingness via improvements in behavioral attitude, thus validating the mediating role of the morally-driven pathway; (3) Consequence perception, subjective norms, and perceived behavioral control emerge as the core factors within the causal structure. Their enhancement directly strengthens consumers' green consumption willingness and behaviors, while also indirectly activating other psychological mechanisms. Accordingly, the study recommends enhancing science popularization and demonstration projects to raise awareness of the ecological benefits of agricultural organic waste utilization, establishing regulations and fostering social norms to encourage green consumption, leveraging grassroots organizations to improve product accessibility, and using education and incentives to promote ethically driven, stable consumption of agricultural organic waste derivatives.