Validation of a Native Consumption Culture Model with Emphasis on Household Waste Management in Rasht Metropolis

Abstract

The present study aimed to quantitatively validate a native consumption culture model with emphasis on household waste management in Rasht metropolis. This applied study employed a quantitative descriptive-survey design. The statistical population consisted of managers and experts of Rasht municipality in the field of household waste management, from which 100 participants were selected using a census method. Data were collected using a researcher-made questionnaire developed based on the conceptual model, covering cultural–value, psychological–experiential, cognitive–informational, institutional–legal, technological, and structural–functional factors. Content validity and confirmatory factor analysis confirmed validity, while Cronbach’s alpha verified reliability. Data analysis was conducted using SPSS and partial least squares structural equation modeling (PLS-SEM) . Results indicated that all studied variables had a positive and statistically significant effect on consumption culture with emphasis on household waste management (p < 0.01). The strongest effect was related to structural–functional factors (β = 0.323), followed by psychological–experiential factors (β = 0.293). Cultural–value, cognitive–informational, institutional–legal, and technological factors also demonstrated significant effects. The overall model fit index (GOF = 0.61) confirmed an acceptable model fit and adequate explanatory power. The findings suggest that consumption culture and household waste management are multidimensional phenomena influenced by the interaction of individual, cultural, institutional, and technological factors. Therefore, improving waste management requires integrated policymaking, infrastructure development, technological advancement, and effective institutional mechanisms rather than relying solely on educational interventions.