Why Do Actions Speak Louder than Words? Unraveling the Cognition–Action Gap in Rural Environmental Governance

Against the backdrop of growing global environmental crises, achieving sustainability in rural areas—where economic development, ecological conservation, and social equity often intersect—has become increasingly urgent. Sustainable development theory stresses the need to turn environmental awareness into concrete action, yet in practice, a puzzling gap often remains, especially in developing contexts such as China. Why do rural residents sometimes engage in pro-environment behaviors even when their expressed awareness or willingness seems limited? To explore this question, we conducted a study in Li County, China, combining field research with regression and path analysis across three spatial dimensions: production, ecological, and living spaces. Our findings reveal a notable divergence: farmers’ environmental actions frequently surpass their cognitive understanding and stated willingness to participate in governance. This suggests that the influence of environmental cognition and participation willingness on behavior varies across different spatial contexts. We also find that household demographic and geographic attributes not only directly shape involvement in environmental governance but also mediate the relationship between cognition, willingness, and action. By untangling these complex linkages, our study offers a more nuanced understanding of rural environmental governance. We argue for governance approaches that are spatially sensitive and participatory, capable of accounting for the often non-linear pathways from perception to intent to behavior. The insights from Li County provide a valuable empirical basis for designing spatially differentiated and participatory governance policies. These findings are crucial for promoting effective environmental stewardship and achieving sustainable development goals in rural communities globally.