Defining the concept of ecological identity constitutes a certain intellectual challenge due to
its multifaceted nature, as well as the popularity of the term “ecology” itself. The author refers to
the concept of ecological identity, based on theoretical assumptions, among others, Naess’s, Thomashow’s,
Urry’s, or Singer’s, who present eco- or biocentric views. However, identity based on
the relation between man and hi or her environment does not always underlie a deeper reflection,
spirituality, or conscious axiological system. Aside from the signs, expressed for example in the
activity of ecological movements, or lifestyles embedded in deep relation with nature, the article
also provides patterns of behavior of consumers who are responsible for modern, enthusiastic
trend to be attracted by all that is natural, while, at the same time, bearing signs of ephemerid
and transience. Expressions of ecological identity can thus be found on different levels of activity
both of individuals, as well as social groups. Their form and content may be regarded as an interesting
source of sociological reflection
