Background Dementia is a global public health priority. Many modifiable factors have been shown to influence the development of dementia, but these factors are not adequately known by the general public. This study assessed public awareness of the factors that are associated with dementia among the general population in China. Methods A cross-sectional study was conducted from May to October 2019 using an Internet-based questionnaire. We collected basic sociodemographic characteristics and investigated participants’ knowledge of risk and protective factors that are associated with dementia. The primary outcome measures were the proportions of participants who identified each option as a risk or protective factor. Logistic regression analysis was performed to compare levels of the knowledge of factors that are associated with dementia across populations with different demographic characteristics. Results Data from a total of 3,338 respondents were analyzed. The percentages of participants who accurately identified dementia risk factors were the following: 84.24% for negative affect, 65.07% for alcohol use, 56.68% for smoking, 48.74% for hypertension, and 42.66% for diabetes. The percentages of participants who accurately identified dementia protective factors were the following: 90.00% for exercise, 84.69% for social activity, 80.92% for intelligence games, 74.45% for reading, and 6.14% for antihypertensive or hypolipidemic drugs. The majority of Chinese people correctly recognized the role of lifestyle factors in the development of dementia but not medical factors. Levels of knowledge of the factors that are associated with dementia were significantly distinct across populations with different characteristics. The following sociodemographic characteristics were associated with more comprehensive knowledge of dementia risk and protective factors: women, young age, high education levels, white-collar jobs, and contact with individuals with dementia. Conclusions Public awareness and knowledge of risk and protective factors for dementia in China are still insufficient. More efforts are needed to publicize information about dementia to reduce risk and prevent dementia.