This study explores how consumers attribute the business motives behind a recently suggested sustainable business strategy—green demarketing (a strategy to encourage customer's demand reduction at a category level by purchasing the company's environmental friendly products). To further understand the perception of consumers, a correlational study is conducted to identify the relationship between green consumerism, motive attribution and brand attitude. The results show that consumers with a high green consumerism will attribute a high altruistic motive to the brand and build up a better brand attitude in response to a green demarketing advertisement. However, there is no significant relationship between green consumerism and the attribution of strategic and exploitative motive. The results also suggest that the relationship between altruistic motive and brand attitude is moderated by gender. In short, this study further explores green demarketing strategy and provides useful information for the marketing managers and firms in segmentation and targeting.