One of the important components of environmental policy in recent years is the formation of environmental identity. This article analyzes the German and Italian practices of ecological identity formation, identifies the actors of such a policy, and evaluates the prospects of ecological identity formation in the European Union. Based on case studies and in-depth interviews, the author describes the experience of implementing the Zero Waste concept in the Italian municipality of Capannori and the coastal German city of Kiel. The conclusion that the success of measures to form an environmental identity is influenced by the nature of political culture, the level of economic development, regional development features, but also by targeted environmental education initiatives and the success of grassroots practices in the environmental sphere, is substantiated. As the research has shown, in promoting eco-practices at the local level in Italy the leadership factor plays a large role, including in the framework of protest eco-activism, in Germany ‒ the self-organization of local communities in cooperation with the city authorities. The politicization of environmental identity contributes to the consolidation of citizens around environmental priorities. However, factors such as generation gaps and uneven regional development, as well as the rise of populism, can contribute to deepening divisions and confrontations around the environmental agenda.