The study aims at providing a better understanding of the main factors leading to environmentally-friendly practices by investigating the relationships among perceived values, felt responsibility, and pro-environmental behaviours. The analysis is performed with reference to four developed European countries – France, Germany, Italy, and the United Kingdom. Based on Eurobarometer data (2017) on the attitudes of Europeans towards the environment, a structural equation modelling approach reveals positive and significant relationships among the three constructs, with interesting cross-country differences. In Italy and the United Kingdom, perceived values are directly associated with pro-environmental behaviour, while in Germany and France, where the cultural European identity appears to be more salient, values provide less guidance for behaviour. These findings may assist policymakers in developing a set of well-designed strategies for strengthening citizens’ pro-environmental habits through the reinforcement of values and feeling of responsibility.
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