In recent years, the concern with the environment favoured the sprouting of a new segment of consumers: the green or ecological consumers. This growing concern with the environment and the greater selectiveness and demands of consumers represent an immediate challenge for green marketing. This paper aims to identify distinct market segments based on several environmental variables. It also intends to know the individuals' behaviours and perceptions about the green consumerism. The results show that certain environmental and demographic variables are significant for differentiating between the "greener" consumer group and the other segments. Portuguese consumers, despite their support for policies designed to improve the environment, do not always translate their concerns into actions or environmentally friendly behaviours.