<![CDATA[With the current status quo, pollution and climate change have become major problems, especially in the Special Capital Region of Jakarta. Although many citizens have found ways to cope with this situation, blue-collar workers tend to overlook it. This study aims to investigate the relationships within the Value-Belief-Norm framework between Biospheric Value, Altruistic Value, and Egoistic Value toward the New Ecological Worldview, Awareness of Consequences, and Ascription of Responsibility, leading to the formation of Personal Norms that influence Consumer Willingness and Environmental Citizenship. This study employs a convenience sampling method involving 69 blue-collar workers. The data analysis utilizes SmartPLS 4.0 with Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that the New Ecological Worldview positively influences Awareness of Consequences; Awareness of Consequences positively influences Ascription of Responsibility; Ascription of Responsibility positively influences Personal Norms; Personal Norms positively influence Consumer Willingness; and, furthermore, Consumer Willingness positively influences Environmental Citizenship. Implicitly, these findings suggest that interventions to improve environmental behavior among blue-collar workers should focus on the development of personal norms through enhanced awareness of consequences and responsibility for the environment, which will ultimately foster environmental citizenship.]]>
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