The impact of functional value, relational value, and emotional value in promoting green purchase behavior: The mediating role of green intrinsic motivation

Abstract

<p><span style="font-weight: 400;">The transition to green consumption is a strategic global priority; however, understanding the impact of consumer values on green purchase intentions remains limited. This study integrates consumer value theory and green intrinsic motivation to examine the roles of functional, relational, and emotional values in promoting green consumption, while clarifying the mediating mechanism of green inherent motivation. A quantitative method was employed using data from 366 consumers, analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that all three values have a positive effect on green intrinsic motivation, which in turn enhances green purchase intention. Functional and emotional values indirectly influence purchase intention through this motivation, whereas relational value shows no significant mediating effect, reflecting how consumers perceive and evaluate green products. The study contributes to green consumer behavior theory by clarifying the mediating role of green intrinsic motivation and highlighting differences in the effects of consumer values. Practically, the findings support businesses in optimizing green product strategies, marketing, and brand positioning, while suggesting policies to foster green consumption and market development.</span></p>