High regard for the natural environment is a value which is widely accepted and declared by Polish society. However, this positive attitude toward nature does not fully correspond with actual choices of environmental values and environmentally friendly consumer behavior. This article is an attempt to determine the environmental awareness of inhabitants of rural areas of the Chojniki powiat (county) located in the Pomeranian Voivodeship. The study was conducted in the second quarter of 2014 using the diagnostic poll method, which included 224 rural inhabitants. The study shows that only a small percentage of inhabitants of rural areas make the type of environmentally-friendly choices in their everyday lives which would make them environmentally conscious consumers.