Research suggests that the provision of feedback can effectively promote energy savings and thus reduce greenhouse gas emissions (see Abrahamse et al. 2005 and Fischer 2008 for reviews). The positive effect of feedback on reducing energy consumption has been demonstrated in various settings (e.g., Birrell and Young 2011; Dogan et al. 2011; Siero et al. 1989). However, relatively little is known on how the content of feedback influences motivation to conserve energy. As a case in point, consider the different ways of how feedback on eco-driving could be conveyed. Fuel savings as a result of eco-driving have both environmental and financial benefits. Eco-driving can therefore be promoted by emphasizing the environmental benefits (i.e., reducing CO2 emissions) as well as by stressing financial benefits (i.e., saving money). But which type of benefits would be most appealing to drivers? According to conventional wisdom (Miller 1999),