This paper presents a research study aimed at better understanding recycling behaviour by utilising selected demographic and psychographic characteristics. The results indicate that middle-aged, higher-educated employees are more engaged in recycling activities in Greece than is the rest of the population. It is also found that, although the attitude-behaviour link remains an indisputable reality, investigation of appropriate psychographic characteristics, such as personal values, can provide a better understanding and lead to a better prediction of consumers recycling behaviour. It is revealed that a consumer's level of materialism is a stronger predictive factor than his or her level of collectivism, and that a consumer's level of individualism does not provide evidence of a direct relationship with his or her recycling behaviour.