The phenomenon of global warming can be understood as a social problem due to its interrelation with and negative consequences for world society. Private consumption contributes considerably to global emissions. Against this background, the present thesis investigates drivers of climate friendly consumer behaviour; understood as the purchase or use of goods that directly (through the use of fuel or electricity) or indirectly (during production, storage and retailing) produce less CO2-emissions compared to conventional goods. The study put its focus on food consumption, housing and transportation: Within these domains, it investigates driving factors of i) purchasing domestic, organic and meat products, ii) electricity consuming behaviours (e.g. stand-by usage, lighting rooms), and iii) using e-bikes for work, shopping and leisure trips. To this end, the relative impact of attitudinal factors (e.g., values, attitudes), personal capabilities (e.g., knowledge, socio-demographics), contextual factors (e.g., supportive infrastructure, social environment) and habits is contrasted within and across consumption areas. The statistical analyses are based on three samples: Information about food purchasing behaviour is drawn from 220 respondents living in Graz and surrounding sub-urban and rural areas; The study on electricity consuming behaviours employs data from 204 households in Graz, Klagenfurt and Feldbach; Finally, 1,398 e-bike owners living in various Austrian regions provide information about their e-bike use for daily mobility. All data sets are analyzed in AMOS 19, using structural equation models.Results reveal that the underlying drivers differ considerably across the specific behaviours under study; not only regarding the magnitude of their influence, but also their character. These findings underline that context specific behavioural measures and comparative approaches are more promising than aggregated measures when it comes to the practical implications.