Objective/Significance This study aims to investigate the influence mechanism of social norms and environmental cognition on the waste mushroom bag recycling behavior of edible mushroom growers, with the objective of promoting the green transformation of the edible mushroom industry and contributing to rural industrial revitalization.

Methods/Process  Utilizing field survey data from 284 edible mushroom growers in Gutian County, Ningde City, Fujian Province, collected in July 2024, this study employs a binary logit model to comprehensively analyze the impact of social norms (including descriptive and injunctive norms) and environmental cognition (encompassing dimensions of environmental publicity, concern, and awareness) on waste mushroom bag recycling behavior. Additionally, the moderating role of environmental cognition on the relationship between social norms and recycling behavior is examined.

Results/Findings  The findings indicate that social norms significantly promote recycling behavior, with descriptive norms being more effective. Environmental cognition positively influences recycling behavior, particularly in terms of environmental concern and awareness. The moderating effect of environmental cognition is primarily observed in the pathway through which injunctive norms influence recycling behavior. Based on these results, it is recommended to enhance the guidance of social norms, strengthen environmental education and publicity, improve relevant policies and regulations, and optimize the recovery system for waste mushroom bags.