Improving communication and engagement with the public is vital for implementing sustainable development goals (SDGs). Public attitude toward SDGs can influence this engagement, as people are more likely to accept SDG-relevant information and take actions that are consistent with their own attitudes. This study examines the determinants for individual attitudes in supporting SDGs and further explores the formation of public attitudes toward SDGs, i.e., how public attitude is shaped by the value orientations and norms of the individuals. Using an online survey (n = 3089), we uncovered several important findings: (1) individuals' altruistic/biospheric value orientations are positively associated with pro-SDG attitudes; (2) personal norms mediate the relationship of individuals' altruistic values and attitudes; (3) some demographic characteristics (i.e., age, gender, having children) moderate the relationship of people's value orientations and attitudes; and (4) people's biospheric values have heterogeneous effects on their pro-SDG attitudes based on education and income. Through these findings, this study enhanced the public's general understanding of SDGs by providing a holistic analytical framework of public attitude formation on SDGs and uncovering the significant role of value orientations. We further identify the moderating effects of demographic characteristics and the mediating effects of personal norms in the relationship between individuals' values and attitude on SDGs.
Keywords: SDGs; personal norms; public attitude; value orientations.