The Impact of Green Perception on Pro-Greenspace Behavior of Urban Residents in Megacities: Shaped by “Good Citizen” Image

Green perception underlies pro-greenspace behavior, but external stimuli and behavior are not always aligned. Understanding how residents’ perceived external green stimuli influence pro-greenspace behavior, and how the “good citizen” image (face) shapes this relationship, is essential. The study aims to deepen the understanding of the complex mechanisms driving urban residents’ pro-greenspace behavior by constructing an extended Stimulus-Organism-Response theoretical framework (C-SOR) that includes contextual factors. Using data from a 2024 field survey of 959 residents from Shanghai, China, this study employs Ordinary Least Squares (OLS) regression to examine the main effect of green perception on pro-greenspace behavior. A mediation model is employed to analyze the mediating role of nature connectedness, while a moderation model tests the moderating effect of “good citizen” image (face) on the stimulus–behavior relationship. The results show that green perception significantly promotes pro-greenspace behavior, positively influencing it through nature connectedness. However, the “good citizen” image (face) exerts a motivational crowding-out effect on green perception. Further analysis reveals individual heterogeneity in the expression of these effects across different types of pro-greenspace behavior. The findings highlight the importance of green space experience and the activation of environmental wisdom in traditional culture, offering new perspectives for developing strategies to guide pro-greenspace behavior.