What is Pro-Environmental Behavior

The purpose of this chapter is to review the factors that have an impact on green consumption behavior of individual consumers, as they relate to environmental sustainability considerations. After a brief review of the evolution of environmentally related research and relevant terminology, factors expected to have an effect on pro-environmental behaviors of individuals, inclusive of various demographic, individual, social-cultural, and contextual/situational considerations are assessed. A distinction between high- and low-income countries with respect to their reasons for engaging in environmentally friendly behaviors is also made in the discussion section. The chapter ends with a number of suggestions for future research and some concluding remarks.