Environmental Policy Implementation: Can We Reduce Failures Without Changing Objectives?

Purpose: To demonstrate the necessity of reverse mapping in the implementation process of environmental policy.Design/Methodology/Approach: A representative survey (of the adult population of Bulgaria) on pro-environmental behaviour and public attitudes towards relevant policies; data analysis conducted through ANOVAand factor analysis.Findings: There is a gap between public approval of ecological goals and support for concrete measures. Preferences regarding policy tools depend on their perceived beneficial or harmful impact on the material situation of individuals. No more than 30% of citizens are willing to pay for ecological improvements.Practical Implications: Individual preferences should be monitored throughout the process of environmental policy implementation and used as evidence to inform changes in policy development. Originality/Value: The notion that individual preferences regarding policy tools are significant in the implementation of environmental policy; the composite indicator of pro-environmental behaviour.