Moderated mediation effects on attitude toward environmental policy measures of a self-enhancement vs. self-transcendence value orientation were examined in two studies. Study 1 (n = 91) showed that for policy measures incurring nontransparent personal costs, influence of value orientation on attitude is fully mediated by environmental concern, whereas for measures incurring transparent personal costs, influence is partially mediated by environmental concern. Study 2 (n = 71) showed that while influence of value orientation on attitude toward eco-labeled electricity is not mediated by environmental concern, it is fully mediated by reluctance to pay surcharges for eco-labeled electricity. Value orientation was also shown to moderate influence of reluctance to pay on attitude in that reluctance had an effect only for a self-enhancement value orientation.