Abstract: Forest fire is one of the natural disasters that seriously endanger the living environment of human beings. Cultivating citizens' awareness of forest fire prevention behavior can effectively prevent the occurrence of forest fire. In this study, the TPB theory was selected as the basic framework, place attachment and moral norms were integrated into TPB theory, and structural equation model was used to explore the conceptual model. The results showed that: moral norms had positive driving effect on forest fire prevention awareness. Place attachment had positive driving effect on forest fire prevention awareness. Subjective norms and behavior attitudes had positive driving effect on forest fire prevention awareness. Income, length of residence and education level had positive driving effect on forest fire prevention awareness. Perceptual behavior control had no driving effect forest fire prevention awareness. Behavioral attitude was the core factor driving forest fire prevention awareness.