<p>This study investigates how hedonistic tendencies, sustainable values, and sustainable behaviour intersect in consumer contexts, focusing on the mediating roles of thrill-seeking and the need for uniqueness. While hedonism emphasizes immediate gratification, sustainable values prioritize long-term social and environmental responsibility, creating a motivational tension in consumption. Using mediation analysis with a diverse sample of consumers from Canada and the USA, we tested the proposed hypotheses. Results showed that thrill-seeking and the need for uniqueness explained the negative association between hedonism and sustainable values, while the need for uniqueness partially accounted for the positive association between hedonism and sustainable behaviour. These findings clarify how specific hedonistic traits can simultaneously undermine values yet foster sustainable behaviour, offering valuable insights for retail strategies aimed at promoting sustainability among diverse consumer groups.</p>