This conceptual manuscript outlines the shortcomings of the dominant conception of pro-environmental consumer behavior (PECB) as an altruistic sacrifice. It argues that humans are inherently driven by self-interest, making attempts to promote PECB through altruism impractical. Additionally, viewing PECB as value-driven can result in counterintuitive outcomes, as values may delay action while environmental issues demand immediate attention. Assuming individuals prioritize their altruistic values over practicality leads to the "sacrifice fallacy" in PECB literature. Based on a comprehensive literature review, this study proposes an alternative framework (see Figure 1) that combines protection motivation theory (PMT) and construal level theory (CLT) to better explain human behavior in environmental contexts.
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