Abstract
Purpose: This study examines the mediating role of cultural influences between green value consciousness and purchase intention towards herbal skin care products.
 Research Methodology: Descriptive and hypothesis testing research design is used through a survey method using a designed questionnaire; primary data was collected from 300 consumers of herbal skin care products residing in Delhi/NCR. The study used regression estimates to measure the impacts and measurement model for Confirmatory factor analysis (CFA), followed by testing research hypotheses based on the results of the structural model. 
 Findings: It reported that there is a positive significant relationship between green value consciousness and purchase intention, between green value consciousness and the role of Cultural influence, and between the role of Cultural influence and purchase intention. Based on the results, it is revealed that Cultural influence partially mediates between green value consciousness and purchase intention.
 Practical implications - The brand managers should use the green value of products and Cultural influence for massive awareness, promotion, and branding to make a brand of herbal skin care products.
 Originality/value – This study contributes to the facts and theoretical discussion on the cultural influence on green value consciousness and buying intention.
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