Factors Influencing Pro

Since the Arts and Crafts Movement in the early twentieth century, discourse on craft has revolved around conflicts over industrialization. The current craft movement builds on these same responses to the industrialized world while also addressing environmental issues and sustainability. However, authors of craft literature rarely address the pro-environmental business practices of craft artisans or the motivational drivers of such behaviors. In this study, we aim to rectify this imbalance by contributing to an expanded understanding of value and belief drivers of pro-environmental behaviors. The value–belief–norm theory of environmentalism is used to outline the causal influences of pro-environmental behaviors in craft businesses, and our findings support the use of the model. Craft business owners’ pro-environmental behaviors are a result of a causal relationship from values to beliefs, through feelings of obligation to act in pro-environmental ways