Dynamic effects of nature perceptions and environmental risk on Gen Z’s pro-environmental behavior: a comparison of online and offline activities

Purpose Gen Z holds complex views on environmental issues. They are highly concerned about environmental risks yet remain optimistic about mitigation. Their pro-environmental behavior (PEB) ranges from minimal acts like social media clicks to sustained efforts such as adopting environmentally friendly routines. This study aims to examine how Gen Z’s perceptions of nature influence their environmental risk susceptibility and subsequent PEB across online and offline settings. Design/methodology/approach The authors conducted a cross-sectional survey of Gen Z (n = 736) residing in the USA. Findings Viewing nature through a human-like lens heightens perceived susceptibility to environmental risk through the mediating role of nature connectedness. Elevated risk susceptibility, in turn, fosters offline PEB but does not directly lead to online PEB. Instead, online PEB is indirectly influenced through the mediation of offline PEB and directly shaped by perceptions of nature anthropomorphism and connectedness. Extending the discourse on “slacktivism,” as often observed in social media behavior, these findings suggest that while online and offline PEB are interrelated, Gen Z’s participation in each is driven by distinct psychological mechanisms tied to their perceptions of nature and environmental risk. Originality/value This study highlights that Gen Z’s environmental risk susceptibility, formed by their perceptions of nature, impacts their PEB differently across platforms. Theoretical and practical implications for understanding these behavioral dynamics are discussed. These implications offer actionable insights for scholars, policymakers and practitioners aiming to mobilize Gen Z toward sustainability at both local and global levels.