Pro-environmental purchasing behavior refers to a consumer’s tendency to incorporate environmental considerations into the evaluation and purchase of products and brands. That is, a consumer that engages in pro-environmental purchasing behavior is more likely than other consumers to purchase an environmentally friendly product or to purchase from a brand perceived as more environmentally responsible. This particular research focuses on pro-environmental purchasing behavior in Japan and South Korea. A key objective of this research is to compare pro-environmental purchasing behavior with other types of responsible consumer purchasing behavior, which are grouped together under the framework of sustainable consumption practices. In addition to pro-environmental purchasing behavior, these practices comprise pro-social purchasing behavior, which deals with making purchases that benefit socially disadvantaged groups and society as a whole, and pro-local purchasing behavior, which deals with making purchases that benefit the consumer’s local community.