The existing literature on rural-urban migration focuses on economic factors and migrant populations residing in urban areas. While the non-economic determinants and the rural end are paid with limited attention. This qualitative research conducted in Jincheng Village, Jiangsu Province, China aims to fill this literature gap by interviewing "left-behind" rural households who choose not to migrate out. This research reveals the important roles of sociocultural and environmental factors in rural-urban migration decision-making.