To explore the mechanism through which the perception of Neijuan influences fertility intention, 473 participants were exposed to a Neijuan priming task and subsequently completed Neijuan perception scale, fertility intention scale, and basic psychological needs scale. The results indicated that: (1) The Neijuan priming task effectively induced Neijuan perception among participants, while also reducing their fertility intention and satisfaction of basic psychological needs. (2) Neijuan perception and its dimension negatively predicted fertility intention, with basic psychological needs satisfaction serving as a full mediator. This study was the first to examine the relationship and underlying mechanism between Neijuan perception and fertility intention, and offered valuable insights for addressing population-related challenges.