This study examined the effects of cognitive variables on conservation and sustainable use of socio-ecological production landscape (Satochi-Satoyama). This study also examined effects of various media of influence on the cognition and behavior. A questionnaire survey was administered to volunteer members of Ikimonono-Sato (Chimura). The analysis of 96 responses showed that willingness was affected by topophilia and local media (news letter), and the behavior was affected by willingness, local media (news letter) and personal media. The results showed that determinants of conservation and sustainable use of socio-ecological production landscape (Satochi-Satoyama) differs from the determinants of environmentally-conscious behavior such as recycling.
