{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,7]],"date-time":"2026-06-07T04:19:59Z","timestamp":1780805999626,"version":"3.54.1"},"reference-count":96,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2017,8,14]],"date-time":"2017-08-14T00:00:00Z","timestamp":1502668800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JCM"],"published-print":{"date-parts":[[2017,8,14]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>This study aims to focus on people\u2019s pro-environmental behavior and investigates its dimensions and determinants. As environmental sustainability attracts increased scrutiny, understanding end consumers\u2019 pro-environmental behavior becomes imperative for various stakeholders in our highly networked marketplace \u2013 e.g. policymakers, businesses, consumers, the public and society at large.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Using data from the general public in the USA, the hypothesized relationships are tested using structural equation modeling (SEM).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results indicate that if people find enjoyment in nature, believe in achieving a balance between \u201cmankind\u201d and nature, and believe that the benefits of conservation activities are going to accrue in the near term (present), they are more likely to engage in pro-environmental behavior at all levels \u2013 supportive, active and lifestyle.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>Although only one aspect of environmental sustainability \u2013 environmental conservation \u2013 is analyzed, these findings support assertions set forth in the theory of environmentally significant behavior (Stern, 1999), the norm-activation theory of altruism (Schwartz, 1973), the theory of reasoned action (Fishbein, 1979) and the theory of planned behavior (Ajzen, 1985).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>Messages about sustainability, environmental conservation and pro-environmental behavior should be framed using people\u2019s fondness for and enjoyment of nature; should focus on present benefits of conservation; and should be targeted and differentiated for men, women and older people to encourage conservation behaviors among these differing demographic groups.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study identifies three different levels of intensity of pro-environmental behavior \u2013 supportive, active and lifestyle \u2013 and empirically examines the relationships between these behavior types and the attitudinal antecedents revolving around time when the benefits of environmental conservation accrue, nature and human\u2013nature interaction.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jcm-02-2016-1706","type":"journal-article","created":{"date-parts":[[2017,7,4]],"date-time":"2017-07-04T07:20:04Z","timestamp":1499152804000},"page":"414-426","source":"Crossref","is-referenced-by-count":85,"title":["Attitudinal determinants of environmentally sustainable 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