A proposed model for behavioral change is described as a process in several steps from habitual nonenvironmentally friendly behavior to environmentally friendly behavior. Every step is linked to factors promoting or impeding further progress. Data from a questionnaire addressed to a random sample of 500 Swedish adults supported the hypothesis that general factors such as environmental values and a sense of responsibility for the environment will be more influential in an early phase rather than in a later phase of changing established habits regarding purchases of washing and washing-up detergents, respectively. Furthermore, in a later phase of transition, specific beliefs about particular products will affect the testing and evaluation of a new behavior.