The volume of waste produced by aspects of both industrial life and daily life has increased in the past few years in conjunction with the rapidly growing economy in China. In urban areas, citizens consume more resources and produce much waste, which pollutes the environment. Many cities have proposed numerous regulations for waste separation to help build environmentally friendly cities. Plenty of studies tried to reveal the mechanism of residents’ waste separation behavior in different theoretical perspectives but were unable to clarify the effect of waste separation factors in university. Moreover, the response and performance of undergraduate students after the waste separation regulations are proposed and are not well discussed. To clarify the mechanism of waste separation behavior in campus and evaluate the response and performance, in this study, a questionnaire is used to sample undergraduate students from the Higher Education Mega Center in Guangzhou. With the use of SPSS 23.0, this study conducts an empirical analysis; the results of which show that (1) environmental awareness and personal responsibility have a significant positive impact on behavior attitude; (2) convenience and economic cost have a significant positive impact on perceived behavior control; (3) intention has a partial mediating role between behavior attitude, subjective norms, and perceived behavior control; and (4) habits directly affect behavior and regulate the relationship between intention and behavior. The results will provide some meaningful implications for the government.

IntroductionChina is now in the post-period of COVID-19 epidemic prevention and control. While facing normalized epidemic prevention and control, consumers behavioral intention and decision-making will still be influenced by the epidemic's development and the implementation of specific epidemic prevention measures in the medium to long term. With the impact of external epidemic prevention environment and measures, consumers' channel behavior has changed. How to better promote channel integration by adopting consumers' channel migration behavior is important for channel coordination strategies.MethodsThis paper takes fresh product retailing under normal epidemic prevention and control as an example and examines the change in channel migration behavior. Based on the value-based adoption model (VAM), this paper discusses the influence of channel characteristics and channel switching costs on channel migration intention, the mediating effect of perceived value between various influencing factors and channel migration intention, and the moderating effect of channel switching cost on perceived value and channel migration intention. Thus, an empirical study was carried out with 292 samples to verify the hypotheses.ResultsThe results show that under normal epidemic prevention and control, the influencing factors in the VAM model have a significant impact on channel migration intention; perceived value plays a mediating role between various influencing factors and channel migration intention.DiscussionsThe COVID-19 pandemic has had a significant effect on daily life and purchasing behavior. In the context of this pandemic, we have confirmed that consumers will probably change to other retailers when the usefulness, entertainment, and cost meet their expectation for purchasing fresh products. Channel characteristics have versatile features, such as channel structure and supply chain mode, which affect consumer behaviors in different ways. The perceived value comes from expectations and experience. Retailers should try to keep their products fresh and provide consumers with a high-level shopping experience during sale.