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Abstract
Almost any pro-environmental behavior arouses a temporal conflict, as protecting long-term interests requires the sacrifice of short-term ones. Similarly, many health promoting behaviors may involve present discomfort for the sake of future well-being. In both contexts, health or environmental, developed future orientation (FO) is required to succeed in achieving long-term goals. This study examined FO, measured by Zimbardo's time perspective inventory (ZTPI), in both contexts in a sample of 333 Israeli undergraduate students. FO correlated positively with health concern and behavior. In the environmental context, the results were different. Highly future-oriented (according to ZTPI) respondents did not express stronger pro-environmental attitudes, and their willingness to sacrifice for the sake of the environment was significantly lower. They adopted pro-environmental behavior only if it coincided with their personal benefit. The study suggests that the future of the environment may not be perceived in the same way as people's personal future health. The implications for environmental education and communication are discussed.