Green Action Catalysts in Rural China: The Role of Low-Carbon Design in Environmental Awareness and Engagement

China’s modernization agenda emphasizes human-nature harmony, but many rural communities are unaware of environmental issues. How to encourage villagers to adopt sustainable practices is a major challenge. This study addresses this challenge by examining how low-carbon visual communication design affects green action willingness. A structural equation model is used to study philosophy perception, policy identification, and individual capital perception in Rangchuan Village, China. Key findings show that economic, ecological, energy, and capability perceptions directly influence villagers’ green behavior. Policy identification indirectly affects villagers’ environmental understanding and green action willingness by influencing their perceptions. This suggests policy communication and implementation flaws. These findings suggest ways to improve communication, capacity building, and community engagement. Sustainable rural practices can be promoted by integrating traditional and intelligent multi-channel publicity tools, aligning policy benefits with village perceptions, offering targeted training programs, and strengthening collective action. This study provides a framework for community engagement in low-carbon rural development in China. While findings may not apply to all rural contexts, they provide a solid foundation for similar transitions. Future research could track long-term behavioral changes to evaluate interventions. This research explores the complex interactions that drive green action in rural China, providing guidance for policymakers, communicators, and community organizers working towards a sustainable future.