The article contribution is part of a vast literature on the topic of pro-environmental behavioral change and take on a theme that is very relevant to policy makers, businesses and the community. The paper illustrates the results of 2 experimental studies that focus on psychological states that might stimulate consumers to comply with green and not green consumption: regulatory focus and time horizon. The first, being the strategic orientation individuals use to pursue their aims (Pham et al 2010), might improve the sense of duty and responsibility consumers experience toward environmental concerns. The second represents the time a consumer believes will elapse before he/she can experience the outcomes of his/her eventual choice (Wright et al 1977). The experiments results show that regulatory focus induces consumers to comply with the green and also not green consumption, but is independent of the time horizon effect.