Participation intention in cultural heritage conservation across generations: the influence of differential heritage value perception and place attachment

Public participation is essential to preserving cultural heritage and achieving heritage sustainability. Although external drivers such as policy, economy, and technology have been widely studied, internal motivations – particularly generational differences in heritage value perception – remain underexplored. This study adopts the Value – Attitude–Behaviour (VAB) hierarchy to examine how differences in heritage value perception influence place attachment and participation intention. Using a structured non-probability survey, the study finds that Gen-Z shows the highest participation intention, while Gen-Y is the lowest, reflecting differences in value perception and attachment: Gen-Z prioritises aesthetic and scientific values; Gen-Y shows weaker social and cultural value perceptions; Gen-X shows stronger emotional ties. Social and cultural values are the strongest predictors of participation, with historic value having the greatest indirect effect. These findings support generation-responsive, locally grounded, and inclusive heritage strategies that enhance social cohesion and sustainable urban development.