Factors of Pro-Environmental Behaviour in Western and Eastern European Union Countries: Evidence from the European Social Survey

Pro-environmental behaviour (PEB) and its factors are widely analysed in the scientific literature to better understand individuals’ decisions and behavioural patterns in the environmental context. PEB is essential for achieving the European Union’s (EU) climate and sustainability objectives; however, significant differences persist between Western and Eastern member states. The article aims to assess factors and identify differences that determine pro-environmental behaviour in the Western and Eastern European Union countries. Particular attention is paid to the role of subjective well-being (SWB) and demographic and structural factors in shaping different dimensions of PEB at the regional level. This study examines the factors of PEB across these two regions using data from the European Social Survey (ESS). The empirical analysis is based on the application of mixed methods, including regression analysis and cluster analysis, which allows for the identification of regional patterns of behaviour and country profiles. Grounded on mixed-method empirical analyses, the findings demonstrate that pro-environmental behaviour and climate responsibility are shaped by distinct motivational mechanisms that vary systematically across European regions. SWB plays a stronger internal motivational role in Eastern Europe, while education and gender dominate in Western Europe. This study contributes to sustainability research by providing a comparative, interregional perspective and emphasising the need for differentiated policy strategies that take into account regional differences in behavioural motivations and structural conditions. The results of this study can be applied in developing regionally adaptable environmental and climate policy measures focused on different behavioural motivation, which will increase policy effectiveness and public engagement in both Eastern and Western EU countries.