In the article the question of efficiency of functioning of ecological culture as parts of the general culture of the population is shown in various forms of interaction of the person with the environment is put. Authors the concept “stress region” introduce as special territorial education combining high extent of eco-conflictual existence of subjects and daily habitual nature of reflection of this conflictness in daily practicians and representations of inhabitants. The complex analysis of ecological culture of the population was carried out in the period from October to December, 2015. In article results of mass poll of inhabitants (750 respondents), experimental and game modeling of typical behavioural scenarios (60 experimental situations), daily practices of consumption, reflected in diaries are generalized; content analysis of ecoinformation policy of printed media and Internet resources, analysis of the official sites of the executive. The received results allowed to provide and generalize ecological aspect of life of the population expressed through ecological values and types of behavior. In article estimates of ecological situation from line items of inhabitants of the region are analyzed, agents of influence, the level of a collective and individual inclusiveness of the population in resolution of environmental problems are determined, the dominating styles of consumer orientations of citizens come to light. Special attention is paid to role of the mass media providing processes of informing and educating audience in questions of ecological orientation. The results of research demonstrate that nature of information inclusiveness of the population remains not expressed, combining different strategies. Authors come to a conclusion that effective environmental policy (including information) in stress region is possible on condition of using stress scenario thanks to which it is possible to break the developed tradition of negative reproduction of public opinion concerning ecology.