Public Acceptance Mechanisms of Han Dynasty Cultural Symbols in Landscape Design: An Empirical Study Based on the Cognition–Attitude–Behavior Model

As traditional culture finds increasingly widespread application in visual communication and public landscapes, the public’s acceptance mechanisms for cultural symbols have emerged as a critical issue affecting cultural sustainability. In the context of globalization and digitalization, balancing cultural authenticity with dissemination efficiency has become a core issue in driving cultural innovation and sustainable utilization. Grounded in the Cognition–Attitude–Behavior model, this study examines how cognition, attitude, and behavior interact in shaping public responses to Han Dynasty cultural symbols in contemporary landscape design. The research adopts a three-stage framework—comprising theoretical construction, data collection, and analytical validation—and uses the Han Yangling National Archaeological Site Park as a representative Han cultural context. A total of 172 valid questionnaires were analyzed to reveal the cognitive and emotional mechanisms through which the public engages with Han cultural symbols in modern landscapes. Results indicate that cognition not only exerts a direct positive influence on behavioral intention but also plays a significant mediating role through affective attitudes, validating the pivotal mediating function of attitudes in the cultural symbol acceptance process. These findings provide empirical evidence and practical strategies for the contemporary dissemination of traditional cultural symbols and the sustainable utilization of cultural heritage.