This chapter initially considers values and the shift in values from materialistic to post-materialistic values, along with its possible causes. In the course of this value shift, environmental protection has gained significant recognition. However, the acceptance of environmental protection as a value does not equate to corresponding ecological decision-making in everyday life. The situation becomes slightly more complex as the value of environmental protection is increasingly being replaced by the guiding principle of sustainability. Here too, the aim is for sustainability as a value to be reflected in individual, economic, and political actions. There are also differences in the recognition of values and their implementation in everyday actions among population groups or milieus. Therefore, one cannot speak of a single Western lifestyle, nor of the consistent acceptance of environmental protection or sustainability as a value in society.