Can Internet Use Narrow the Gap between Farmers’ Willingness and Behavior in Waste Classification? Empirical Evidence from Rural Areas in Jiangsu Province, China

Household waste classification and treatment are important for environmental protection and sustainable development. The Logit model is used to analyze differences in farmers’ willingness and behavior regarding waste classification based on data from the China Land Economic Survey. Key findings include the following: (1) There is an evident discrepancy between waste classification willingness and action among rural residents. Despite nearly 90% of the sampled farmers expressing a willingness, nearly 40% do not practice waste classification. (2) Internet usage significantly reduces the discrepancy between farmers’ willingness and actual waste classification practices. This observation is valid even after robustness checks and endogeneity discussions. (3) There is a partial mediating effect between ecological awareness and knowledge perception on farmers’ willingness and behavior differences, which accounts for 12.9% and 52.6%, respectively, of the total impact. Notably, institutional limitations amplify the negative influence of Internet use on this discrepancy. (4) According to heterogeneity analysis, Internet use has a greater negative impact on farmers’ willingness and behavior in waste classification in suburban villages and villages with environmental governance projects. This study proposes policy suggestions such as strengthening the construction of digital infrastructure in rural areas, enhancing the promotion and training of waste classification among farmers, and improving incentives and restraint mechanisms for rural household waste classification.