Environmental sustainability, eco-efficiency, and eco-efficacy are mainly driven by technological innovations, economic and political models. Nevertheless – as shown by a growing body of research - the social goals related to environmental sustainability can be fully achieved only taking into consideration lay public perception and the interaction between human beings and their physical surroundings (both natural and artificial). Thus, the talk aims to show as a psychological perspective might be crucial to change attitudes toward environmental issues and to promote pro-environmental endeavors at individual and social levels. Furthermore, psychology could suggest 'tricks' to communicate more effectively on these topics and to devise proper interventions.