Why stay when the other side seems greener: Exploring residents' willingness to stay in Rural China's specialized villages

Rural China faces unprecedented challenges of depopulation and sustainability, threatening the success of national revitalization strategies. Specialized villages (SVs)—economic engines driving rural development—are central to this effort, yet their long-term viability hinges on retaining residents. While existing research extensively maps SV formation, spatial distribution, and economic impacts, it neglects a critical question: What factors determine rural households' willingness to stay (WTS) in SVs? This study investigates the determinants of rural residents' WTS in SVs of China's Henan Province. By integrating the Theory of Planned Behavior (TPB) with place identity (PI), quality of life (QoL), and participation and policy incentives (PPIs), 549 rural households across 20 SVs were surveyed. Findings revealed that perceived behavioral control and subjective norms are the strongest direct predictors of rural households' WTS. PI demonstrated dual effects—strengthening attachment attitudes while paradoxically limiting stay intention. QoL indirectly supports WTS by fostering PI but lacks direct influence. PPIs improved attitudes, but were instrumental in impacting willingness to stay directly. Our standpoints underscore that quality rural development and continuity require enhancing rural households' economic control and opportunities, and leveraging village networks.