This study examined the impact of gain- and loss-framed monetary incentives on a peak shift in water usage behavior. Based on the idea that framing incentives as losses (e.g., “You will lose $13 if you fail to shift your water consumption from peak to off-peak hours”) may enhance the perceived value of the monetary component, triggering a greater peak shift compared to gains (e.g., “You will receive $13 if you shift your water consumption from peak to off-peak hours”). This study found that both gain- and loss-framed incentives significantly triggered a peak shift; however, the loss frame proved more effective than the gain frame. Moreover, participants prioritizing multiple environmental values were more likely to adjust their usage. Nonetheless, no interaction was observed between values and framing. These findings shed light on individual environmental values’ influence on pro-environmental behavior, offering more profound insights into the cognitive processes that drive these actions.