The purpose of this research was to investigate the influences of two types of goal intentions (local-environment focused and environmental-problem focused) on environment-conscious behavior. A questionnaire was randomly assigned to 735 residents who lived in the area within 2 km of the Muko River. Upon analyzing the results, goal intention could be divided into two types. Structural Equation Modeling revealed that behavioral intention was significantly influenced by a local-environment focused goal intention, social norms, cost evaluation and attachment to the Muko River, but not by an environmental-problem focused goal intention. These results suggest that people adopt environment-conscious behavior from the point of view of local conservation, and not overall environmental preservation.
