Does Public Environmental Education and Advocacy Reinforce Conservation Behavior Value in Rural Southwest China?

The integrity of the natural habitat benefits the harmonious coexistence of nature and humans. However, a negative anthropogenic impact on natural habitats exacerbates the ongoing decline of global biodiversity, further undermining ecosystem services for human well-being, and making it difficult to reach the UN sustainability development goals (SDGs). Understanding people’s willingness to engage in habitat conservation is essential to provide realistic recommendation and coordination for building environmentally sustainable rural communities. We conducted social field interviews in rural communities and evaluated how external factors, individuals’ perceptions, and attitudes impacted villagers’ willingness to conserve nature by using structural equation modeling analysis method. Particularly, we examined the influence of the Chinese government’s two mountains theory (TMT) propaganda campaign, which encourages environmentally sustainable behavior and appreciation of ecosystem services. Our surveys examined behavior in the context of the theory of planned behavior (TPB) in Menglun town in rural Southwest China in 2020. The results indicated that villagers had a basic understanding of the two mountains perceptions and tended to be willing to engage in conservation. The path analysis revealed that villagers’ willingness to conserve nature was directly influenced by external factors, mainly containing policy advocacy and environmental education, and was indirectly influenced by their perceived ability through identification and assessment of local habitats’ ecosystem services. We identified the importance of TMT slogan advocacy with natural conservation perceptions and local traditional culture as key drivers for the impact paths. These factors can achieve the SDGs 4, 8, 13, and 14. We also identified the importance of social perceptions of villagers’ willingness to conserve nature as a way to bring insights into habitat conservation in rural emerging areas of other regions and achieve the SDGs 13, 14. The study suggests that government and stakeholders should fully consider villagers’ demands for acquiring material benefits and recreational pastimes when optimizing ecosystem services of the natural habitat. Certainly, considering public environmental education and environmental advocacy can be a complementary strategy for rural development and conservation.