The rising conflict between the growing sensitivity towards environmental concerns while living in a material world has interested consumer researchers and policy makers alike for some time. The present paper aims to shed light on the question how individuals who hold both sustainability-oriented values and materialistic values cope with those arising conflicts. Drawing on goal-systems theory, we discuss varying coping strategies, such as balancing both conflicting goals vs. highlighting one of them. More importantly, we propose that coping strategies may span multiple consumption situations, with people choosing to engage in sequential goal pursuit rather than making compromise choices.