Since the arts and crafts movement in the early twentieth century, discourse on craft revolves around the conflict over industrialization. The current craft movement builds on these same responses to the industrialized world while addressing environmental issues and sustainability. However, craft literature does not address the pro-environmental business practices of craft artisans or motivational drivers of such behaviors. Therefore, this study attempts to expand the understanding of value and belief drivers of pro-environmental behaviors by identifying the pro-environmental behaviors of craft artisan business owners and by determining the factors that influence those behaviors. The value-belief-norm (VBN) theory of environmentalism (Stern, Dietz, Abel, Guagnano \u26 Kalof, 1999) was used to outline the causal influences of pro-environmental behaviors in craft businesses and structural equation modeling was conducted to examine the relationships proposed in the theory.
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