Investigating the Mediating Role of Environmental Attitudes in Shaping Pro-Environmental Behavior

Drawing on the Value–Attitude–Behavior framework, this study aims to investigate the relationship between environmental values and pro-environmental behavior and the mediating role of environmental attitudes in this relationship among Generation Z in India. Survey data were gathered using a structured questionnaire from 281 respondents, and statistical analysis for this study was conducted using SmartPLS 4.0 software. The Partial Least Squares Structural Equation Modeling (PLS-SEM) algorithm and bootstrapping technique were employed to analyze both the direct and mediation relationships. Path coefficients and t -values were thoroughly examined to validate and support the proposed hypotheses, ensuring robust testing of the model’s structure and relationships. The study establishes a significant association between environmental attitudes and values, highlighting their positive role in promoting pro-environmental behavior, supporting the VAB theory. A partial mediation paradigm, in which environmental behavior is related to both cognitive (attitude) and motivational (value) factors, is supported by the significance of both direct and indirect effects. Multiple variables are highlighted by research on pro-environmental behavior (PEB), ranging from social and contextual factors to individual values and attitudes. While prior studies have sought to address this multiplicity, such efforts have often led to increased complexity rather than conceptual clarity. By isolating the variables, this research furthers the understanding of how environmental values and attitudes is related to pro-environmental actions in the context of the Indian Gen Z audience. The outcome of the study has important implications for green communication targeting this specific cohort.