The primary focus of this research is to explore the effect of pro-environmental behaviour on CO2 emissions in relation to heating, electricity and transport activities in the residential sector. Changing such behaviour has considerable potential for conserving energy and is an important target of environmental policies which are designed to decrease energy consumption. It is hypothesized that people who consciously act in a pro-environmental way do not necessarily have lower CO2 emissions more than those who do not undertake environmental activities. Data about residential energy use is based on a survey carried out in Hungary in 2010 with a sample of 1012 people. Latent cluster analysis (LCA) was conducted based on data about the reported pro-environmental behavior in the survey and four clusters were identified. Relevant sociostructural and structural factors were also inverstigated. Results of the data analysis show that no significant difference is found between the impacts of environmentally aware and environmentally unaware consumers, i.e. both 'Brown' and 'Supergreen' consumers consume approximately the same amount of energy and produce approximately the same amount of carbon emissions because the motivation-driven activities of 'Supergreens' are offset by structural factors. (C) 2013 Elsevier Ltd. All rights reserved.