Global threats to sustainability – like biodiversity depletion or climate change – are increasingly dealt with through global treaties. The commitments signed in these treaties originate new national laws for trying to promote environmental conservation. However, behavioral changes at the individual level only take place once they are internalized as integrated personal laws (Thøgersen, 2006), observable at both attitudinal and behavioral levels (Castro et al., 2009). This norm internalization process depends on supra-individual aspects – like the in-groups level of conservation behaviors (descriptive norms) and varies according to the contexts (public or private activities). It also depends upon intraindividual processes, such as personal implication with conservation issues. In this context, this research resorts to the experimental self-presentation paradigm of the socio- cognitive approach (Dubois & Beauvois, 2005) in order to explore to what extent and how these norms are internalized. The study to be presented aims at answering the following questions: (1) are pro-conservation attitudes and behaviors already internalized – or normative – among Portuguese students? Are they seen as something one needs to show and perform in order to be positively judged by others? (2) Is this process contextdependent, i.e., are there some contexts in which positive appraisals of the self are to be expected for a pro-conservation stance, and other contexts in which this is not the case? For answering these questions 120 Portuguese students answered a scale measuring behaviors and attitudes towards recycling three times sequentially. The first time, they were asked to honestly give their own opinion; then they were asked to answer the same questions by trying to pass a positive or a negative impression of themselves (the order – positive or negative presentations – was controlled for). For 40 students, the three answers (own opinion, positive and negative presentations) did not have a presentation target – students were simply asked to pass a good or bad impression of themselves. The general hypothesis is that the positive presentation condition will increase the levels of pro-conservation attitudes and behaviors, as compared to own opinion condition, and the negative presentation will decrease them. Another 80 students answered three times the scale (own opinion, positive and negative presentations) but by presenting themselves to two different targets: a public university employer and a financial agency employer. We hypothesize that conservation will be more normative in the university context than in the financial context. The contributions of this study to the Norm Focus approach (Cialdini et al, 1991) and to the social identity approach to attitude–behavior relations are discussed and so is the moderator role of social representations.