Educators, marketers, and policy makers need to understand the factors that

influence consumer purchases of green products in order to promote green product

purchases. Therefore, this study examines the precursors to green purchasing.
Online surveys provide quantitative input for SmartPLS analysis. This study
utilizes consumer value theory to examine how emotional and social values influence
green purchasing decisions. The role of knowledge-seeking in the development of
these values has been explored and found to be very positive. The relationship
between emotional value, social value, and green purchasing behavior is mediated by
environmental concerns. This research contributes to the conversation on
consumption values by showing that environmental concerns are more strongly
associated with green shopping than with emotional and social values. Social values
influence green purchasing. Our results show that marketers are leveraging consumer
knowledge-seeking and environmental awareness in their advertising campaigns,
highlighting the novelty of specific green products, and aligning green purchasing
with environmental impact. It suggests that relevance should be emphasized.