Traditional village perception and protection behavior: the mediating role of local identity and the impact of different population differences

The landscape perception and identity of residents in traditional villages significantly influence their conservation behaviors and are affected by multiple factors. However, empirical studies on how residents’ perceptions of village landscapes influence their willingness to engage in conservation activities, particularly within the context of China, remain limited. This study, therefore, focuses on residents in the southeastern coastal region of China and, based on the Attitude-Behavior Theory framework, constructs a “Perceived Value – Place Identity–Behavioral Intention” model. Utilizing structural equation modeling, the study explores the mediating role and related characteristics of place identity between the perceived value of traditional village landscapes and residents’ behavioral intentions. The findings reveal that both landscape perceived value and place identity significantly impact residents’ behavioral intentions, with place identity mediating the effect of various dimensions of perceived value on residents’ behavioral intentions. The comprehensive path coefficient rankings are as follows: architectural landscape perception, layout landscape perception, cultural landscape perception, and environmental landscape perception. Additionally, residents’ demographic characteristics partially influence their attitude and behavior. This study validates the behavioral characteristics of residents in the conservation of traditional villages and highlights the critical role of the perception-identity link in promoting conservation behavior. These findings not only contribute to the knowledge system of residents’ attitudes and behaviors in traditional village conservation but also have significant implications for the targeted preservation and enhancement of village landscape elements.