Environmental conservation is a cornerstone of sustainable development. This study aims to identify the determinants influencing citizen participation in environmental protection initiatives in Kashmar, Iran. Located in Khorasan Razavi Province, approximately 217 kilometers southwest of Mashhad, Kashmar has a population exceeding 100,000. Employing a descriptive-analytical design with an applied focus, this research utilized survey methodology for data collection. Data were gathered through a combination of library research, field observations, and structured questionnaires. The psychometric properties of the instrument were established using confirmatory factor analysis (CFA) to assess validity and Cronbach’s alpha to evaluate reliability. Statistical analysis via SPSS (using one-sample t-tests and the Friedman test) revealed distinct demographic patterns: participants aged 20–30 showed the highest engagement (33.1%), while those over 50 showed the lowest (6.7%). Women participated at notably higher rates (61.7%) than men (38.3%). The Friedman test confirmed significant variations across dimensions (p < 0.001). In terms of priority based on mean scores, 'attitude and values' ranked highest (4.85), followed by 'motivations and incentives' (4.24) and 'behavior and actual participation' (3.75). Conversely, 'economic dimension' (2.75), 'environmental awareness' (2.60), and 'trust in supporting institutions' (2.28) received lower ratings. Finally, this study proposes several strategic interventions, including the smart development of waste management infrastructure, the design of financial incentive schemes, and initiatives to enhance public trust. Furthermore, we recommend facilitating government–public collaboration, reforming media communication strategies, and integrating practical environmental education into school and university curricula.