Theoretical framework A conflict between individual and collective interests may contribute to the difficulty to change for pro-environmental behaviors (Steg et al., 2014). The scale of the conflict is influenced by the individuals’ social values (i.e., guiding principles in someone’s life) (Schwartz, 1992), particularly by their sensibility towards personal perceived costs and benefits (self-enhancement) and the collective ones (self-transcendence). As framing messages highlighting both collective and individual consequences has not proven effective (e.g., van den Broek et al., 2017 ; Evans et al., 2013), the study explores the possibility of identifying a consequence that could enhance both collective and individual motivation, while considering social values. Methodology In an experimental study involving frequent car users in France (N = 482), we examined the impact of three different message framings regarding participant involvement in a negative consequence of car use (e.g., climate change) and explored their interactions with social values, on attitude and intentions to reduce car use. The framings included: (1) a focus solely on effects on the participant, (2) an emphasis on effects on the collective, including the participant, and (3) a focus on effects for a collective excluding the participant. Negative consequences were described as already occurring, but with potential worsening if no action is taken. Results Attitude toward cars was most negative when the consequence highlighted impacts on both the participant and the collective. Among participants high in self-enhancement, the intention to reduce the car, (1) highly, (2) in a short period of time and (3) even in certain context (proposal of a shuttle) significantly increased more with the collective consequence which include the participant, and not with the individual consequence. Attitudes did not predicted intention. This study offers a preliminary approach to reconciling conflicting motivations.