Determinants of youth engagement in rural revitalization in China: a mixed-method study based on grounded theory and structural equation modeling

Youth unemployment and rural poverty are pressing issues in developing countries, highlighted by the United Nations’ SDGs. In China, the urban–rural dual structure of the planned economy has contributed to youth unemployment and talent shortages in rural areas. While previous research has focused on urbanization and youth migration to cities, understanding their motivations for rural migration remains limited. This study presents an innovative perspective on youth behavioral motivation, utilizing a substantial sample of 1020 field surveys. To understand the drivers of youth engagement in rural development, this paper proposes a framework based on the Theory of Planned Behavior, utilizing qualitative inquiry and structural equation modeling. The analysis systematically examines the roles of external support, self-perception, behavioral attitudes, and intentions in facilitating youth engagement in these initiatives. The findings demonstrate that material support and behavioral attitudes positively influence behavioral intentions. Conversely, while emotional support significantly enhances behavioral attitudes, material support has a detrimental effect on them. Additionally, external support and self-cognition, mediated by behavioral expectations, enhanced youths’ intentions to migrate. These findings provide critical insights for policymakers and practitioners aiming to boost youth engagement in rural revitalization initiatives in developing countries.