This article offers a model integrating heterogeneously moral preferences to overcome the seemingly irrational tendency of individuals to freely share data and knowledge. We build on recent literature showing that moral preferences are favored by evolution theoretically, and have a strong explanatory power empirically, to model individual sharing behavior. Our analysis highlights the limit of financial incentives and the importance of promoting a sharing culture by enhancing awareness. Shedding light on how people respond not only to financial but also moral motives, we contribute to the ongoing policy debate on the design of effective open science policies.