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Pro-environmental behaviors related to reclaimed water reuse are regarded as important motivations for both environmental protection and the use of reclaimed water, and these motivations could affect the citizens’ decision whether they will accept reclaimed water reuse. A hypothesis model was developed as the NAM (Norm Activation Model) has changed, and this hypothesis model was used to explore the factors that affect the citizen’s decision about the reclaimed water reuse, and obtain a better understanding of the mechanism of urban citizens in environmental protection and the related outcomes. First, 584 samples were used to verify the reliability and validity of data, and AMOS21.0 was used to test the goodness-of-fit between the sample data and the hypothesis model. Based on this, the applicability of the improved NAM was verified through the study of recycled water reuse. The hypothesis model was used to analyze its direct influences, showing that environmental motivation has positive influences on the citizens’ acceptance toward recycled water reuse. Besides, Bootstrap method was used to verify the mediation effect, proving that awareness of consequences regarding environmental pollution caused by human activities and ascription of responsibility could strengthen the citizens’ motivation to protect the environment.

How Environmental Protection Motivation Influences on Residents’ Recycled Water Reuse Behaviors: A Case Study in Xi’an City