<p>While extensive research has examined pro-environmental behavior (PEB), rural environmentalism remains underexplored. This study investigates PEB in rural Croatia, utilizing a nationally representative survey (<i>N</i> = 831) conducted between 2022 and 2023. It examines the influence of environmental attitudes (biocentric and anthropocentric worldviews, environmental concern), subjective well-being, (flourishing index), and socio-demographic factors (gender, age, education) on PEB. The results indicate that rural Croatians exhibit moderate engagement in PEB, with resource-conscious behavior—which includes not only energy and waste savings but also practices of frugality, self-sufficiency, and reduced consumerism—being more prevalent than eco-active behavior, which incorporates both public engagement and green consumerism. Environmental concern, biocentrism, subjective well-being and age emerged as the strongest predictors of both PEBs. Interestingly, both biocentric and anthropocentric orientations contributed to engagement in pro-environmental actions, suggesting that practical, economic, and cultural motivations coexist with ecological values in shaping rural environmentalism. These findings offer insights into the unique drivers of PEB in rural communities and inform policies that align with the socio-economic realities of semi-peripheral regions such as Croatia, where structural constraints and economic precarity shape environmental engagement in distinctive ways.</p>