This study conceptualizes and tests a framework to understand consumers' intention to use environment-friendly ethical transportation medium. It primarily uses ethical decision-making model and extends it under the purview of self-consistency theory. Based on the survey of 158 respondents and analysis of the framework using structural equation modeling and process macro, this study establishes the mediating role of moral judgement, self-accountability and perceived consumer effectiveness in forming moral intention to use ethical transportation medium. It is one of the first studies to provide insights on consumers' intention to use environment-friendly ethical transportation medium using the ethical decision-making process. It also contributes to the literature on ethical decision-making in view of additional factors like self-accountability and perceived consumer effectiveness. The overall findings suggest new perspectives on consumers' ethical decision-making process in the context of choice of transportation medium. The study provides some valuable guidance to the service providers and policymakers dealing with environment-friendly ethical transportation mediums.