Product specific values and personal values together better explains green purchase

Consumers not only buy green products to fulfil their environmental values but also seek product specific benefits from their green purchase. However, research predicting green purchases based on value-attitude integrated theoretical framework significantly overlooks an integrated approach of both personal values and product-specific values in determining green purchase intention. Employing a two-study (qualitative followed by quantitative) mixed method approach, current research fills this gap. Employing phenomenology, in-depth interviews in study-1 identified pre-dominant personal and product-specific values affecting green purchase. Employing theory of planned behaviour (TPB) and stimulus-organism-research (SOR) framework, study-2 proposed a model combining these identified values and empirically validated the model by collecting 401 online survey responses analysed through PLS-SEM. The findings from this study demonstrate that consumers green purchase attitudes and subsequent intentions are predominantly influenced by two personal values: altruism and biosphere; and two product-specific values: product quality and uniqueness. These results provide insights to organizations to craft their green marketing strategies by combining both personal and product specific values. This study extends the green consumption literature within an extended TPB plus SOR ambit.