Hayk Khachatryan

State and local governments have implemented voluntary and mandatory programs to conserve and protect natural resources in and around urban developments. Even though the long-term environmental benefits are apparent, convincing homeowners to adopt sustainable landscapes with less water and chemical use is challenging. An important consideration from the successful policy implementation point of view is that homeowners have different environmental attitudes, which can be the determining factor that influences their adoption intentions of sustainable landscaping practices. This study assesses whether homeowners’ environmental attitude is a statistically significant predictor of sustainable landscape adoption intention. Moreover, homeowners’ perception of the effectiveness of the voluntary environmental programs may be influenced by their environmental attitudes and impose mediating effects on sustainable landscape adoption intentions. We also examine whether homeowners’ perceived effectiveness of voluntary environmental programs has a mediating effect on the adoption decision. The Value-Belief-Norm hierarchical model framework is utilized to examine both effects. The results revealed that homeowners’ pro-environmental attitudes influence their perceived effectiveness of voluntary programs and their sustainable landscape adoption intentions. The combined influence accounts for 13.6% of homeowners’ adoption intention. Homeowners’ personal norms also affect their perceived effectiveness of voluntary programs (9% variance explained), and the mediating effect of the perceived effectiveness of voluntary programs has an amplifying effect and positively influences the adoption intention. The implications for policymakers in the realm of landscape conservation programs are discussed.