Purpose - Environmental pollution and health issues are hot topics for discussion in modern society. However, there is a shortage of research on the influence of environmental pollution on health from the perspective of subjective factors such as environmental protection.
Design/methodology/approach - Firstly, the 396 data were collected through a field study in Sichuan Province’s mountainous rural areas. hen, based on the KAP model, an interactive impact mechanism model on the health of rural residents was established. The relationship between background characteristics and environmental protection of rural residents was tested using chi square test and T-test. The impact mechanism of environmental protection awareness, attitude, behavior, and perception of environmental pollution on the health of rural residents was explored through a multiple linear regression model.
Findings – The findings indicate that: (1) All core observation variables can be classified as strong or weak. Stronger environmental awareness is more likely to be found among younger village official with higher educational levels. (2) The health degree of rural residents is significantly affected by their attitude towards environmental protection in a positive way and by environmental protection behavior in a negative way. (3) Age, gender, marital status, and party member, have a significant impact on the health of rural residents.
Originality - The study’s findings can serve as a scientific foundation for enhancing rural residents’ environmental protection and health degree.