From Virtual Trees to Real Forests: Public Participation in Virtual Forest Realization Projects in China

With the rapid development of Internet technology, the channels for the public to participate in forest protection and ecological construction have been expanded. In China, virtual forest realization projects have successfully heightened environmental awareness among the public. However, these projects have also faced a “green gap”, characterized by a substantial disconnect between environmental intentions and actual participation behaviors. Based on 69 articles about virtual forest realization projects in China, this paper aims to reveal the roots of the intention–behavior gap, influencing factors, and potential mitigation strategies. Our findings indicate the following: (1) While virtual forest realization initiatives have made progress, they still face multiple challenges such as governmental inefficiencies and platform traffic bottlenecks. (2) The factors influencing public participation in virtual forest realization projects can generally be categorized into three types: external situational factors, internal psychological factors, and demographic variables. Initially, external influences like online word-of-mouth and gamified platforms played a crucial role in attracting the public. Over time, internal factors such as public trust in the platform and perceived enjoyment have become more prominent. Inconsistent findings regarding demographic variables suggest a need for further research. (3) Current solutions primarily focus on macro policies and have not fully addressed existing challenges. This study reveals the reasons and influencing factors of the intention–behavior gap, with the goal of offering valuable insights for future public engagement and project optimization.