Contesting the conventional view that the consumer belief system is directly linked with their pro-environmental purchase intention, we argue that this nexus is filtered through consumer psychological beliefs. Theoretical underpinning constitutes a synthesis of Construal Level and Planned Behavior Theories. Data are collected through two phases of mixed-method research design − the exploratory qualitative field study and the quantitative study. Data are analyzed using NVivo and PLS path modeling in the first and the second study respectively. Research findings indicate that consumers' construal evaluation of their action in near and distant future terms has a selective influence on their beliefs about, and purchase intention of, pro-environmental products. The results also show that individuals’ psychological distance mediates the relationship between their beliefs and intention for pro-environmental product purchases. For the marketing strategists, the results can significantly contribute to improving the current consumer promotion for persuading them to make a pro-environmental purchase.