Grounded in the Theory of Planned Behavior (TPB), this study develops a framework comprising five core constructs: rural revitalization cognition, behavioral attitude, subjective norm, perceived behavioral control, and willingness to participate. Drawing on the "Furong Scholars • Rural Revitalization" program in Hunan, China, we surveyed 634 college students and employed SEM, mediation analysis, and DEMATEL to explore the micro-level motivational mechanisms influencing their participation willingness. The key findings are as follows: (1) Indiv...
