Ecological worldview moderates the mediation of implementation-intentions found in the relationship between ecological concerns and pro-environmental behaviour

Even after adopting various measures, recent years have witnessed a surge in environment-related issues such as pollution and climate change. These issues have been considered anthropogenic, and it is a well-received notion that changing human behaviour is crucial for sustainable development. Promoting pro-environmental behaviour (PEB) requires understanding of associations among relevant factors; the present study aimed to explore the same among a few less-explored constructs, which, along with other factors, may significantly explain pro-environmental behaviour. The study examined the direct relationship of PEB with ecological intelligence (EI) and self-transcendent values. Also, it explored the mediating effects of implementation-intentions and the moderating effect of the “new ecological paradigm” (NEP) on PEB. The data were obtained from 400 adult participants using a set of standardized questionnaires. The results showed significant direct and indirect associations among EI, self-transcendent values, implementation-intentions, the NEP and PEB. Implementation-intentions significantly mediated the relationship of EI and values with PEB, and the mediation was moderated by the NEP. Individuals low on EI but endorsing the NEP showed implementation-intentions similar to those with high EI. Knowledge of the interplay among these factors can be utilized to design interventions for promoting PEB.