Materialism, often viewed as a dark side variable of consumer behavior, typically is considered to be at odds with sustainable consumption. We propose a mechanism that reconciles green consumption and materialism. In two studies we demonstrate the importance of perceived scarcity of personality traits in green product choice. That is, materialists that perceive "green personality traits" to be scarce showed a stronger preference towards green products. Hence, choosing a green product over a non-green product may create an emotional state of feeling "holier than thou" and, thus, helps to positively differentiate from others.