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The general theme of the paper is the study of pro-environmental behaviour (PEB) content, instruments and stakeholders in order to design PEB enhancement preconditions at the local municipal actor?s level. The research-and-development (R&D) framework approach was used applying case study research methodology, including document studies, PEB household survey, observation and main stakeholder?s interviews, seminars, what was organized in two local medium size urban/rural municipalities in Latvia - rural Salacgriva m...