<p>The sustainability of rural waste management in China calls for a sound payment system. The Chinese government proposed the implementation of the pay-as-you-throw (PAYT) system in rural areas in 2018. Through the lens of theory of reasoned action, this study empirically examines the PAYT system's implementation effects based upon the survey data of 716 rural households Xiangtan and Zhuzhou, Hunan Province, China. Propensity score matching (PSM) is employed in the analysis. The results show that, at current stage, the PAYT system significantly enhances farmers' satisfaction with rural waste management services by 0.747, their environmental awareness by 0.855 and their willingness to participate in waste sorting by 1.066. Although the policy has generated these positive outcomes, its impact on measurable waste reduction remains statistically insignificant due to challenges in policy enforcement, farmers' attitudes, and insufficient infrastructure. The implementation of the PAYT system better aligns with the evolving needs of farmers in the new era. Notably, it proves particularly effective in improving environmental concern and waste-sorting intentions among farmers with low prior awareness of waste management. Furthermore, the system significantly enhances waste management satisfaction and environmental attention among relatively disadvantaged rural households. These findings confirm the positive effects of implementing waste treatment fee systems in rural China, broadening the perspective of existing research on rural waste governance. The study provides theoretical and empirical support for establishing sustainable waste management mechanisms in other regions of China and developing countries, contributing to the goal of achieving ecologically livable rural environments.</p>