Exploring the drivers of pro-environmental behavioral intentions in an emerging nation

Purpose - Drawing on the theory of planned behavior and value-belief norms theory, this study aims to explore the causes of pro-environmental behavioral intentions in the context of Sri Lanka. Design/methodology/approach - Data were garnered from 503 subjects with the aid of self-reported questionnaires. The formulated hypotheses were examined using a variance-based statistical approach (PLS-SEM). Findings - The findings of the study revealed that personal values, particularly altruistic and biosphere values, significantly strengthen the psychological drivers of pro-environmental behavioral intentions. The study further found that religiosity enhances the association between personal norms and pro-environmental behavioral intentions and the place attachment augments the relationship between attitude and pro-environmental behavioral intentions. Practical implications - This study suggests that instilling altruistic and biosphere values in individuals can boost pro-environmental behavioral intentions. Campaigns and educational programs could focus on instilling these values to foster responsibility and empathy. Recognizing the influence of religiosity on pro-environmental behaviors and attitudes, this study suggests collaborative efforts between organizations and religious institutions. Religious leaders can integrate environmental stewardship into teachings, emphasizing ethical responsibilities. Originality/value - The study pushes back the frontiers of environmental consciousness literature by highlighting the importance of personal values, psychological factors and contextual variables such as religiosity and place attachment in fostering pro-environmental behavior within the specific context of an emerging country – Sri Lanka.