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Russians are largely motivated by fear. Actually I don't really know; one mark of the this new post-socialist era is that communities aren't as cohesive as they once were - volunteering (say, in community clean-up efforts) was a big part of the Soviet ethos, but has fallen by the wayside since 1991. People generally feel that neighbors trust each other less and people care less about their community. THAT SAID, I have seen a very widespread advertising campaign for recycling - at least in Moscow, there are organized groups trying to change people's mindsets on that issue. As far as energy goes, people are also becoming more aware of it, both because prices aren't as controlled as they once were, and because Russia is better integrated into the worldwide conversation about climate change and greenhouse emissions. Public transport here is already highly efficient and very widely used (another legacy of the soviet period), but cars are also more common, and almost never the fuel-efficient variety. So in sum, I have no idea - environmental consciousness is growing in Russia, but it's hard to say how quickly, and with what effect. It's also hard to say how it is outside Moscow, which is not representative of the country as a whole.