The study aims to reveal the relative impact of various sociodemographic and sociopsychological variables on empirical indicators of environmentalism (ecological behavior, environmental attitudes and beliefs). Standard multiple regression models were used for analyzing the data of a questionnaire study of a representative sample of an Estonian rural subpopulation (N=440). Among socio-demographic variables age, sex, education and subjective religiosity were significant predictors of environmentalism. Among socio-psychological variables general values, perceived control over the environment, local identity, as well as nature experiences in childhood had a significant impact on various indicators of environmentalism. The level of family income and perceived local pro-environmental norms had insignificant effects. Different measures of environmentalism were predicted by different patterns of independent variables.