Green or Nature? Comparison of the Effects of the Symbolic Presence of the City on Residential Intention Among Tokyo Residents

Greenery and nature are used as symbols in city branding. These symbols have been well documented to be effective in improving physical and mental health. Especially in a country like Japan where natural disasters occur frequently, there may be differences in the impact of these two factors on the intention to live in an urban area. Second, the literature on the impact of greenery and nature on residential intentions is limited to observational studies of existing cities, with a surprising lack of empirical studies encompassing other urban components. Therefore, we address the following research question: ‘Do greenery and nature contribute to the residential intentions of Tokyo residents?’ Orthogonal arrays were adopted to generate 18 patterns of city designs targeting five attributes (residential areas, public facilities, greenery/nature, shopping areas, and station buildings). A randomized controlled trial with 1000 online survey participants revealed that parks were more effective than mountains in increasing people’s intention to live in a city. The effect was greater in more developed cities or among residents with a more urban orientation. In countries where natural disasters occur frequently, it is important to recognize that greenery and nature are similar but differ in their elements.