The article is devoted to the problem of moral motivation. Author presents a view which, as he argues, is able to bridge the gap between acceptance of a moral rule and an action according to this rule. The main issue here is the future ethics that could possibly become a part of environmental ethics if it takes into consideration future goods and condition of nature. The author discusses rationality of moral norms in future ethics from a perspective of a universalistic (...) paradigm. Drawing from Hare and Sidgwick he maintains that temporal position of someone harmed by a present action cannot be relevant to the moral evaluation of the action in question. He also emphasizes that in case when moral agent is a future and abstract one, there is an important factor involved which could have an influence on our moral identity. It plays a crucial role because our ,,natural” motivation to act according to a rule concerns, first of all, moral subjects within a moral community. Birnbacher claims that taking non-moral motivations into account makes the prospects of future-oriented action appear much less gloomy. Therefore, in his project of future ethics, he fuses together levels of moral theory and of emotional basis of our motivation. He illustrates the point by demonstrating that the course of psychological factors has an impact on our motivation for action by the data drawn from empirical social research conducted in Europe and USA. Key words MORAL MOTIVATION, FUTURE. (shrink)