In view of increasing concern about the environment, an increasing number of organizations have responded by creating ‘green’ products and services. Examples include electric vehicles, ‘green’ garments, sustainable retailing practices and sustainable travel options. While awareness about the need to preserve the environment is increasing, surveys indicate that only a small proportion of consumers are actually willing to pay a premium for environmentally friendly product and service options. In this context, it becomes important to examine the drivers of sustainable consumption among consumers. While recent research has begun to examine the issue, there is a lack of clarity on how consumer-specific factors, such as regulatory focus (Higgins, 2012), drive sustainable consumption.