For several years environmental psychology has been dealing with the factors that determine ecological attitudes, especially with regard to one’s subjective values. This study aims to explore personal attitudes towards the environment, the relationship between them and values and the correlation between these variables and consumer behaviour. Green Attitude is the tool used to evaluate the subjects’ attitude towards the environment in relation to four areas: Individual Responsibility, Pollution, Cost and Sustainable Tourism. The MODE scales (Fazio and Towles-Schwen, 1999 ) are used to identify consumers’ behaviour towards ecological products. The Portrait Values Questionnaire (PVQ) (Capanna, Vecchione and Schwartz, 2004 )to measure universal values. Preliminary results point out that a correlation exists between socio-demographic variables, such as environmental associations and value systems; furthermore, attitudes towards the environment appear to influence the environmentally-conscious consumers choices.