Initial campaigns aimed at promoting eco-driving mostly emphasized financial aspects by stressing that eco-driving saves money. The assumption behind using a financial strategy to promote eco-driving (e.g., using monetary feedback, Stillwater and Kurani 2013, or introducing eco-driving as “economical driving,” CIECA 2007) seems to be that people consider the financial benefits of eco-driving more worth the effort than the environmental benefits and that drivers will be particularly motivated to adopt eco-driving when they are made aware of the financial (rather than environmental) benefits of doing so (Thøgersen and Crompton 2009; Bolderdijk et al. 2013). However, an important issue concerning eco-driving, and many other pro-environmental behaviours, is that specific eco-driving behaviours typically result in relatively modest benefits. For example, turning a car’s engine off during a single 10-min wait saves 0.14 l of fuel, which amounts to 25 euro cents.1 An important question, then, is whether people indeed consider the financial benefits of specific eco-driving behaviours to be worth the effort. In this paper, we argue that in these cases, consumers may find environmental benefits more worthwhile than financial benefits. We explain our reasoning below.