Abstract: Based on the integrated theory of planned behavior (TPB) and the norm activation model (NAM)， the structural equation model (SEM) was used to analyze the influencing factors of residents’ willingness to collect kitchen waste separately. The results showed that the behavior attitude， perceived behavior control， government behavior and personal norms had a significant positive impact on residents' willingness to collect kitchen waste separately， and the impact of personal norms was the greatest with the standardized path coefficient was 0.522. Behavior attitude played a partial mediating effect in the impact of outcome cognition and personal cognition on the residents’ willingness to collect independently. Personal norms played a partial mediating role in the impact of outcome cognition on the willingness to collect independently. And personal norms played a full mediating role in the impact of subjective norms on residents' willingness to collect independently.

Key words: theory of planned behavior , norm activation model, structural equation model, waste classification, kitchen waste