This theoretical article briefly explores the historical and modern concept of martyrdom and how it has taken on its current negative connotation due to suicide bombings after 9/11. The paper will review the literature on this more heavily studied form of martyrdom and then distinguish it from the less well-known area of “positive self-sacrifice.” The article asserts that this positive form is exemplified by the behavior of eco-martyrs: people who have given their life to protect the environment from further devastation. The paper will include the case of slain trade union leader and environmental activist Chico Mendes. Chico is an exemplar of the positive self-sacrifice seen in many eco-martyrs. Positive self-sacrifice is defined as prosocial and altruistic actions exhibited by a person who is so fused with their community’s survival that they focus on nothing but the well-being of the community (counterfinality). Since their community’s struggle is tied to an environmental conflict, they abide by an ecological self (humans are not superior to other beings) and over time display evidence of self-actualization and self-transcendence. Eco-martyrs are typically assassinated by the powerful organizations that they have been resisting.