Creative Practice in a Sustainable Green Village? Connection of Service Design Identity and Pro-Environmental Behavior

Harmonious coexistence between human beings and nature is a priority for the sustainable development of rural communities in the global South, and the cultivation of pro-environmental behaviors in communities based on service design for green village construction is undoubtedly one of the most important initiatives. Starting from the perspective of service design identity of rural community residents, based on the research data of 380 rural community residents in Jiangsu, Zhejiang and Fujian Provinces, the structural equation method and hierarchical regression method were used to explore the factors influencing the pro-environmental behaviors of rural community residents and reveal the mechanism of cultivating pro-environmental behaviors of rural community residents. The results show that: design philosophy identity and design space identity have a significant positive effect on the pro-environmental behavior of rural community residents; Risk identity has a significant negative effect on the pro-environmental behavior of rural community residents; Value perception plays a mediating role in the influence of design philosophy identity, design space identity and risk identity on the pro-environmental behavior of rural community residents, and community interaction plays a moderating role in the influence process. Strengthening the value perception of pro-environmental behaviors among rural community residents is the key to fostering pro-environmental behaviors. This will contribute to the building of green villages where humans and nature coexist in harmony.