Abstract

The continuous deterioration of the rural public environment is a significant problem faced by many developing countries. It has brought severe negative effects on the lives of rural households and has become an urgent problem in rural public governance. Due to the nature of quasi-public goods of the rural public environment. It is determined that its effective governance must be collectively participated by rural residents. Generally, governments promote rural households’ willingness to participate in environmental governance in two ways: “behavior demonstration” and “education guidance.” “Behavior demonstration” means governments provided public environment projects in rural areas, and through this behavior demonstration to drive rural households’ willingness to participate in environmental governance; and “education guidance” refers to the government’s environmental governance education and training for rural households to improve their environment Willingness to participate in governance. We believe that governments should play the role of an educational guide in promoting rural households’ participation in rural environmental governance activities.