Nature reserves are among the regions with the richest forest and grass resources. They face dual pressures of protection and development. The non-timber forest products (NTFPs) industry combines ecological protection with economic development. This unique function provides a key solution to this contradiction. Drawing on the Theory of Planned Behavior (TPB), this study employs a structural equation model (SEM). We collected survey data from 361 farmers. These farmers live in communities surrounding Yunling Provincial Nature Reserve. We empirically examine how behavioral attitude, subjective norm, and perceived behavioral control influence their willingness to participate in the non-timber forest products (NTFPs) industry. The results show that subjective norm and perceived behavioral control significantly enhance participation willingness. Subjective norm emerges as the strongest predictor. In contrast, behavioral attitude has no significant effect. This suggests that external social pressure and perceived self-capability outweigh simple benefit expectations in shaping willingness. Accordingly, we recommend three measures. First, strengthen external support to translate attitudes into actual willingness. Second, leverage social networks to amplify subjective norms. Third, enhance farmers’ endogenous capacity to consolidate their participation base. These measures can foster a win–win outcome for ecological protection and community income growth.