Japan's rural areas are known for their natural environments being a source of ecosystem services. Today, the management and utilization of natural resources are essential themes for the sustainability of rural areas in Japan. And, since population decrease and aging are simultaneously advancing in the rural area, the contribution of the neighboring urban area residents is indispensable. However, empirical studies on how the value of ecosystem services is understood by urban residents and contributes to their intentions in rural development strategies that promote regional vitality by encouraging their behavior change, such as participation in community activities and the purchase of traditional products, are insufficient. This study investigated the influence of public awareness on the hypothesis that ecosystem services are of public-benefit value on investment-related indirect conservation activities. The contingent valuation method was employed to estimate citizens' willingness to pay (WTP) against the results of regional revitalization activities in which unique branding was used for local agricultural products and traditional recipes. A full model analysis of the determinants of WTP was conducted. Revitalization plans for rural areas involving specially branded Japanese pickled vegetables offered ~40％ added value compared to that of ordinary commodity foods. However, the tendency to regard ecosystem services as a provider of public benefits was not a significant factor influencing participation in conservation efforts; the two were not correlated. That is, general value recognition of ecosystem services in the agricultural mountain village region and concrete value recognition as a consumption object were not linked.