<p>Images depicting the natural environment are widely used to highlight environmental issues. This research investigates whether and how human presence in environmental images influences consumers’ perceptions of human dependence on nature and, in turn, their sustainable behaviors. Across six studies, including analyses of two secondary datasets and four preregistered experiments, we demonstrate that environmental images featuring human presence increase perceived dependence on nature, which in turn promotes sustainable behaviors such as signing petitions, donating to environmental causes, and engaging in other pro-environmental actions. We further show that this effect is moderated by three image-based factors. Specifically, the positive influence of human presence weakens when the depicted human figure is large relative to the image, appears unsuitable for the context, or is placed in a non-nature image. These conditions reduce perceived dependence on nature and, consequently, sustainable behaviors. These findings advance research on promoting consumers’ sustainable behaviors, deepen understanding of human–environment relationships, and enhance knowledge of how human presence functions in marketing communications. They also offer actionable guidance for designing environmental campaigns that subtly promote sustainability while reducing the risk of consumer resistance and skepticism.</p>