Previous research found that promoting sustainability solely does not lead to a change in consumer behavior, but incentives linked to sustainable outcomes have a positive effect on sustainable behavior. Past research has yet to examine how different types of extrinsic rewards may influence consumer choice. This research fills this gap by proposing that in the context of pro-environmental choice, extrinsic rewards can be presented as 1) a consumer take-all monetary incentive (take); 2) a monetary incentive that is shared between the consumer and a green charity (share); and 3) a monetary incentive that is all given to a green charity (give). The results showed that in a Western culture, those who are low (vs. high) in ecological consciousness respond more favorably to a take (vs. give) reward, but in an Asian culture, those who are low (vs. high) in ecological consciousness respond more favorably to a give (vs. share) reward.