Color Preference and Color Supportive Behavior: The After Effects of Color Perception of Rural Housing Among the Indigenous Residents in Gutian District, Fujian Province, China

The colors of traditional dwellings are an extremely intuitive manifestation of regional culture and an important reference for guiding rural housing. This study takes the Gutian district as the research region and explores the internal influence mechanism of the “color perception–preference–supportive behavior” of the indigenous residents towards traditional dwellings, specifically rammed earth dwellings. After constructing a structural equation model, the results were as follows: (1) The color perception of the indigenous residents towards traditional dwellings has two dimensions: distinctiveness and rootedness. (2) The color perception of the indigenous residents towards traditional dwellings can significantly enhance their color preference, but the two dimensions of color perception have different effects on color preference. (3) Color perception has a direct impact on color supportive behavior, mainly reflected in the dimension of the perception of distinctiveness. On the other hand, the mediating role of color preference has a positive impact on color—supportive behavior, mainly reflected in the dimension of the perception of rootedness. This study constructs a positive—cycle model that goes from the strengthening of color perception to the promotion of color preference and finally to the enhancement of color supportive behavior. The aim is to deeply analyze the multiple values contained in the colors of traditional dwellings, which not only demonstrate regional characteristics but also closely meet the emotional needs of the indigenous residents and have broad application potential in rural housing and cultural inheritance significance.

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