Abstract: Promoting consumers’ pro-environmental behavior has become a prominent research topic in recent years. Existing studies have primarily focused on the antecedents of pro-environmental intentions and the corresponding intervention strategies, while largely overlooking the phenomenon in which actual behavior deviates from intended behavior. This study introduces the concept of the “intention–behavior inconsistency effect” in consumers’ pro-environmental behavior and proposes a series of studies to construct a theoretical framework that explains when and why discrepancies occur between subjective intentions and objective outcomes. Specifically, the study approaches this issue from the perspective of motivational conflicts in social dilemmas, examining three motivational dimensions—environmental efficacy, self-interest, and fairness considerations—as factors driving intention–behavior inconsistency. The research conceptualizes and empirically tests three mechanisms: the green efficacy illusion effect, the novelty–familiarity rejection effect, and the bystander misattribution effect, and proposes targeted interventions based on these mechanisms. The findings extend the focus of future green consumption research to the “gap between subjective intention and objective outcome,” offering behaviorally grounded guidance for policymakers and providing both theoretical insights and practical implications for promoting green consumption and advancing sustainable development.

Key words: pro-environmental behavior, psychological resistance, intention–behavior inconsistency, cognitive bias, social dilemma