AbstractResearch either focused on self‐interest or left–right ideology to explain support for demanding active labour market policies (ALMPs). This article focuses instead on how attitudes towards these policies are rooted in the underlying policy paradigm. We link attitudes towards ALMPs to two pillars of the activation paradigm: distributive justice and unemployment attributions. Structural equational modeling is employed on the Belgian National Election Study data of 2014 (N = 1901). Individuals supporting the principles of need and equity and who blame the unemployed are more in favour of demanding activation. These frameworks and hence the policy paradigm thus have substantial predictive power.