What is Pro-Environmental Behaviour

Environmental degradation is a rising global concern. Many countries aim a sustainable development that could reduce the pressure on the environment. Macro-level actions are mostly investigated in the literature. However, micro-level components to ensure a sustainable future are very limited. This chapter argues that individuals as micro-level actors in the system are extremely important actors to stop the depletion of the nature and to help restoring it. Who is more supportive to protect the environment? What kind of factors influence this behaviour? This chapter aims to shed light on individual determinants of environmentally friendly preferences. To do so, the WVS was used, and findings indicate that gender and unemployment status have no significant effect. However, age, income level, and education level of individuals significantly influence preferences of individuals. Bearing in mind potential limitations, this chapter nevertheless acknowledges the importance of individual characteristics that can help protect the environment.