The level of environmental awareness in Russia traditionally is very low comparing to EU. Nowadays this problem became an obstacle for innovative development and diffusion of new energy efficient technologies. In this paper we present the results of empirical research aiming evaluation of environmental awareness in one of the southern region of Russia – Krasnodar region. This region is an interesting research object because it has a number of popular summer and winter resorts which are currently promoted as tourist areas and hosts the Olympic Games in 2014. In research we also evaluate the informational transparency in the field of ecology in Russia and distinguish the most popular sources of information. First part of the paper is devoted to description of methodology of research and the main characteristics of the group of respondents (number, social and age distribution, representativeness). The second part presents the results of statistical nonparametric analysis of data. The positions of the reasons to practice or not to practice pro-environmental behaviors were visualized using multiple correspondence analysis. In the third part some conclusions on the reasons for low environmental awareness are drown and some activities aiming promotion of people’s pro-environmental behaviors are proposed.