The national reserve forest project holds profound ecological and economic significance and serves as a vital carrier for advancing rural revitalization.Enhancing the enthusiasm and initiative of forest farmers is crucial for effectively promoting the advancement of the national reserve forest project.Based on the Theory of Planned Behavior (TPB),this study utilizes survey data from 214 forest farmers in Congjiang County,Guizhou Province,and employs a structural equation model to analyze the factors influencing their willingness to participate in the project.The resultsindicate that:1)Subjective norms exert the most substantial influence on participation willingness,followed by environmental values and behavioral attitudes,whereas perceived behavioral control has no direct impact.2)Regarding subjective norms,the support from social network relationships,particularly the support provided by the government and village (residential,community) committees,can significantly stimulate participation willingness.3)In terms of behavioral attitudes,higher economic expectations correlate with stronger participation willingness.4)Environmental values negativelyaffect participation willingness,which may stem from insufficient cognitive awareness.To address these issues,targeted measures are recommended across four dimensions:targeting economic demands and capability deficits to optimize behavioral attitudes; strengthening multi-stakeholder collaboration to play the guiding role of subjective norms; dismantling capability and information barriers to improve perceived behavioral control; and correcting cognitive biases to transform environmental values.This will effectively enhance the enthusiasm and participation willingness,promote the high-quality implementation of the national reserve forest project,and achieve the deep integration and coordinated development of ecological protection,industrial development and rural revitalization.