Pro-environmental mobilizations can influence consumer behavior through three modes of exposure: direct participation, incidental exposure, and media exposure. In the proposed framework, we analyze the different psychological dynamics activated by each form of exposure and clarify why the adoption of green practices does not necessarily lead to a real reduction in environmental impact. Based on this evidence, we provide practical guidelines for organizations and policymakers interested in designing interventions that incentivize sustainable alternatives to harmful behaviors, rather than merely promoting the notion of adding ecological practices to existing habits.