Abstract
Consumers are key actors in promoting environment-friendly consumption behaviours. Throughout times, consumers are becoming apprehensive of the environmental problems caused by their day-to-day consumption of goods and services, and as a result, they prefer to purchase green products. The study examines the influence of values such as environmental concern, self-transcendence and self-enhancement on attitude towards green product purchase. The research model developed is verified, applying structural equation modelling technique with a sample of 1150 consumers from the state of Goa, India. The findings suggest that environmental concern and self-transcendence has a significant positive, whereas self-enhancement has a significant negative influence on attitude towards green product purchase. There is an indicative positive influence of attitude towards green product purchase on green product purchase intention and green product purchase behaviour. The findings do not support the mediating role of green product purchase intention in the relationship between attitude towards green product purchase and green product purchase behaviour. The managerial implications of the findings are also outlined in the paper.
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