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This study aims to identify factors influencing people's participation in frequent and effective pro-sustainable behaviors (PSB) in Portland, Oregon, using value-belief-norm theory and a modified value-identity-personal-norm (VIP) model. Drawing from a resident survey (n = 484) and applying a series of regression and mediation analyses, we tested the power of the VIP model in our sample to examine the influence of values, environmental self-identity, and personal norms on PSB while adjusting for socio-demographic factors. Our study revealed participants who held altruistic values (i.e., cared for the community, valued diversity and gender equality, and made decisions based on cooperation) had stronger environmental self-identity characterized by a belief that reflects biocentrism, ecofeminism, ecospirituality, or deep ecology. These identities were significantly associated with participation in more effective PSB …