In the context of escalating environmental crises, understanding the psychological pathways underlying pro-environmental behaviour is essential. While broad frameworks such as the Theory of Planned Behaviour highlight the cognitive role of values and beliefs in shaping behavioural intentions, less is known about how emotional responses and identity-based processes mediate the link between personal values and sustainable actions. To address this gap, the study integrates Schwartz’s value theory with eco-identity and eco-anxiety frameworks to examine how values influence pro-environmental behaviour via general and action-related eco-anxiety.
Using Structural Equation Modelling, we tested a model including five value dimensions, two types of eco-anxiety, eco-identity, and three forms of pro-environmental behaviour (socially active actions, resource-saving practices and ecological habits). The sample comprised 551 Bulgarian respondents aged 13–90 years (M = 27.38, SD = 13.34), including 223 males, 312 females, and 16 without gender specification.
Self-transcendence predicts both general eco-anxiety (β = 0.613) and action-related eco-anxiety (β = 0.295), with self-enhancement also positively linked to action-related eco-anxiety (β = 0.172). Hedonism negatively predicts action-related eco-anxiety (β = –0.155). General eco-anxiety negatively predicts eco-identity (β = –0.085), whereas action-related eco-anxiety positively contributes to it (β = 0.332). Eco-identity strongly predicts socially active actions (β = 0.626), resource-saving practices (β = 0.397), and ecological habits (β = 0.780).
The findings extend value-based models by demonstrating that emotional activation and identity development are key mechanisms linking values to sustainable behaviour. Fostering self-transcendence and action-oriented eco-anxiety may enhance eco-identity and promote sustained environmental engagement.

Authors:
Radina Stoyanova, Sofia University, Bulgaria
Sonya Karabeliova, Sofia University, Bulgaria
Snezhana Ilieva, Sofia University, Bulgaria

About the Presenter(s)
Dr. Radina Stoyanova is currently an Assistant Professor at Sofia University, Bulgaria, in the field of Health Psychology.

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