Exploring local residents’ response to ecological resettlement policy: a TPB-based study in Zhalong National Nature Reserve

Studies on residents' ecological conservation behaviors primarily focus on personal and socio-economic factors, neglecting crucial psychological aspects like intentions and perceptions. To address this gap, this study investigates the implementation of the ecological resettlement policy in the Zhalong Nature Reserve in northeast China, analyzing how residents respond to it using the Theory of Planned Behavior as the analytical framework. Drawing on survey data, the study quantitatively assesses the influence of residents’ attitudes, subjective norms, and policy evaluations on their behavioral intentions. The results reveal that higher evaluation of ecological resettlement policy promotes policy adoption. Attitudes towards policy positively influence intentions, but subjective norms have a negative effect. By situating Theory of Planned Behavior within a broader institutional context, this study offers a behavioral lens on ecological resettlement, highlighting the importance of participation, transparency, and flexible, locally sensitive strategies. It advances the literature by emphasizing social norms, place attachment, and policy perception beyond economic evaluations.