关键词: 民间河长；参与意愿；计划行为理论；规范激活理论；川渝地区；长江上游

Abstract: Revealing the factors that influence the willingness of the public to participate in grassroots river chiefs is crucial for improving both the grassroots river chiefs system and public engagement in environmental protection. Based on 600 public questionnaire responses from the Sichuan-Chongqing region in the upper Changjiang River, we employed the theory of planned behavior (TPB) and norm activation model (NAM) to investigate these factors from both rational and moral perspectives. The research reveals that subjective norms, perceived behavioral control, and personal norms have a significant positive impact on the willingness of the public to participate. Among these, personal norms exhibit the largest path coefficient, making them the key factor affecting participation willingness. Responsibility attribution plays a partial mediating role between consequence awareness and personal norms, while personal norms partially mediate the relationship between consequence awareness, responsibility attribution, and participation willingness. When consequence awareness and responsibility attribution activate personal norms, it effectively enhances the public's willingness to participate.

Key words: grassroots river chief；participation willingness；theory of planned behavior；norm activation model；Sichuan-Chongqing region；upper Changjiang River