The environmental concerns identified concentrate on climate change; other concerns include: pesticide use, burning fossil fuels for energy consumption, rising of sea levels, and that Nature’s balance, once lost, will never be recovered. Ecological worldviews are tested in this thesis. The main research targets Canadian respondents, because Canada is one of the greatest carbon dioxide emitters and has planned to implement new sets of regulations aimed at its industries and the impact of individual citizens. In the face of climate change, Canada fails to emerge as a leader in policy and environmental protection. The purpose of this study is, first, to empirically test the VBN research model through conducting a survey questionnaire regarding the pro-environmental behaviour of Canadians. Second, the study uses six datasets to identify and then compare Canadians to other population samples in terms of pro-environmental behaviour intention, and their relationships between constructs.
The VBN constructs was confirmed and most causal relationship hypotheses were supported pointing out that more emphasis should be given to Egoistic reasons for PBI. The most significant socio-demographic variables differentiating respondents’ pro-environmental behaviour intention was found to be the respondents’ perception of ‘climate change’, ‘transit use’, ‘income’, and ‘car access’.
The thesis concludes with managerial implications and future research recommendations.

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