Abstract This study aims to extend the attitude-intention-behavior model by adding the individual (interdependence self-construal) and contextual (news attention on new media platforms) factors as antecedents to understand the formation process of Chinese individuals' pro-environmental behavior. Results of the structural equation modeling (SEM) analysis based on web survey data of 723 Chinese individuals showed that interdependent self-construal had a significant direct association with people's attention to environmental news messages on new media platforms. Such news attention is then positively associated with their attitudes toward pro-environmental behaviors. In turn, pro-environmental attitude positively predicted their environmental intentions. Finally, people's behavioral intentions positively led to their actual pro-environmental behaviors. Besides, the results demonstrate that interdependent self-construal is also directly and positively associated with people's intention of acting environmentally. Theoretical and practical implications were discussed.