This article discusses new developments in goal-dependent framing and multiple goal frames, which are important for understanding environmental behavior. The authors introduce goal-framing theory, which posits that goals "frame" how people process information and act upon it. Three goal frames are distinguished: hedonic, gain, and normative. These frames influence how people perceive situations and make decisions. In the environmental context, normative goals imply acting pro-environmentally, while gain and hedonic goals often result in not acting in an environmentally sound manner. The authors argue that pro-environmental behavior may be promoted by strengthening normative goals or by making gain and hedonic goals less incompatible with normative goals. They also suggest questions for future research. The article explores the three goal frames in detail. A hedonic goal frame focuses on immediate pleasure and emotional well-being, while a gain goal frame focuses on long-term resource improvement. A normative goal frame focuses on acting appropriately. The authors discuss how these frames interact and influence environmental behavior. They also examine how environmental behavior is influenced by various theories, such as the norm activation model and the theory of planned behavior. The authors argue that these theories often focus on one type of motivation, and that goal-framing theory provides a more comprehensive understanding of environmental behavior. The article also discusses how to promote pro-environmental behavior by strengthening normative goals or by making gain and hedonic goals more compatible with normative goals. The authors suggest that environmental smart norms, which are abstract and require intelligent effort to apply, can be effective in promoting pro-environmental behavior. They also discuss how to make gain and hedonic goals more compatible with normative goals by using incentives and disincentives. The authors conclude that goal-framing theory is highly relevant for understanding and promoting environmental behavior, and that future research should focus on measuring and understanding the interactions between different goal frames and motivations.This article discusses new developments in goal-dependent framing and multiple goal frames, which are important for understanding environmental behavior. The authors introduce goal-framing theory, which posits that goals "frame" how people process information and act upon it. Three goal frames are distinguished: hedonic, gain, and normative. These frames influence how people perceive situations and make decisions. In the environmental context, normative goals imply acting pro-environmentally, while gain and hedonic goals often result in not acting in an environmentally sound manner. The authors argue that pro-environmental behavior may be promoted by strengthening normative goals or by making gain and hedonic goals less incompatible with normative goals. They also suggest questions for future research. The article explores the three goal frames in detail. A hedonic goal frame focuses on immediate pleasure and emotional well-being, while a gain goal frame focuses on long-term resource improvement. A normative goal frame focuses on acting appropriately. The authors discuss how these frames interact and influence environmental behavior. They also examine how environmental behavior is influenced by various theories, such as the norm activation model and the theory of planned behavior. The authors argue that these theories often focus on one type of motivation, and that goal-framing theory provides a more comprehensive understanding of environmental behavior. The article also discusses how to promote pro-environmental behavior by strengthening normative goals or by making gain and hedonic goals more compatible with normative goals. The authors suggest that environmental smart norms, which are abstract and require intelligent effort to apply, can be effective in promoting pro-environmental behavior. They also discuss how to make gain and hedonic goals more compatible with normative goals by using incentives and disincentives. The authors conclude that goal-framing theory is highly relevant for understanding and promoting environmental behavior, and that future research should focus on measuring and understanding the interactions between different goal frames and motivations.