Land desertification is the key contradiction restricting the sustainable development of Chinese society. Farmers and herders' behavior in desert management is particularly important for the smooth development of the desertification control project. Although farmers and herders express willingness, they do not engage in desert management behavior. The research through random sampling survey analyzes survey data from 572 farmers and herders in the Kubuqi Desert region of Inner Mongolia using structural equation modeling and mediation analysis, based on the TPB. The aim is to understand the paradoxical willingness and behavior of farmers and herders to participate in desert management. The study found that farmers and herders' willingness to participate is a crucial factor that influences their behavior. The authors suggest cultivating a sense of ecological responsibility and strengthening ecological education to guide the behavior of farmers and herders towards more sustainable practices.