Previous research regularly associates pro-environmental behavior with biospheric (i.e., green) values, beliefs, and norms. However, consumers often do not act on these values, beliefs, and norms, leading to an attitude-behavior gap. In this talk, I suggest that green marketing can be sub-optimal in encouraging sustainable consumer behavior and show how consumers’ transient and enduring egoistic needs may lead to (un)sustainable behavior. First, I will present research on the process of aspirational recycling (3 studies, cumulative N = 1,390)—the environmentally harmful behavior of placing non-recyclable waste items into recycling bins, often knowingly so. These studies find that consumers’ momentary sense of moral failure leads to compensation through recycling, even when recycling is harmful. Then, I will present research on the social marketing of Minimalism (2 studies, cumulative N = 398)—a voluntary lifestyle of curtailed consumption. Results suggest that biospheric appeals for consumption curtailment can be ineffective even for highly biospheric consumers, potentially de-motivating others. Conversely, egoistic appeals can promote consumption curtailment. This research suggests that marketers of pro-environmental products and consumer movements should consider their messaging alternatives. Attending to consumers’ egoistic needs and positioning those needs alongside sustainable behavior may be motivating irrespective of consumers’ values, beliefs, and norms.