Effects of knowledge on residents ’ intention to adopt green rural housing: from the perspective of KAP and TPB

Green rural housing is emerging as a key solution to harmonize agricultural production with residential functions. This study investigates the impact of residents' knowledge on their behavioral intention of green rural housing, integrating the Knowledge Attitude Practice (KAP) theory and the Theory of Planned Behavior (TPB). A questionnaire survey was conducted with 267 rural residents from Hunan, China, and structural equation modeling was used to analyze the data. The results indicate that residents' knowledge significantly influences their beliefs about green rural housing, which in turn affect their attitudes, subjective norms, and perceived behavioral control, ultimately shaping their behavioral intentions. The findings provide valuable insights for enhancing knowledge dissemination and policy development to promote the widespread adoption of green rural housing, contributing to sustainable rural development.