The ongoing climate crisis demands massive changes in people’s life style. Behavioral economics has highlighted the use of extrinsic incentives (e.g., money) as a powerful tool for changing behavior. However, external incentives come with significant costs, making them feasible primarily for wealthier countries. Here, following recent insights from the field of curiosity and information-seeking, we explore whether internal incentives such as the intrinsic drive for knowing can motivate people to act more pro-environmentally. By developing a novel decision-making task, we showed that the drive for knowing predicts pro-environmental choices. Moreover, participants chose eco-friendly options more when their values were unknown compared to when they were known. Results from this study hold the potential to inform the development of future behavioral interventions, although a replication of its findings is still ongoing.