Extending the theory of consumption values in green products: integrating environmental concern and perceived consumer effectiveness using PLS-SEM and SEM-ANN

Purpose This study aims to extend the theory of consumption value (functional, social, emotional, conditional and epistemic value) by incorporating environmental concern and perceived consumer effectiveness (PCE) to understand Muslim consumers’ purchase intentions toward green products. Design/methodology/approach The data were collected from 336 consumers in Malaysia using a purposive sampling technique. We employed triangulation by combining partial least squares-structural equation modeling and artificial neural networks (ANNs) to validate structural paths, thereby strengthening the analysis and improving predictive accuracy. Findings The results suggest that all the values (functional, social, emotional, conditional, epistemic), environmental concern and PCE positively affect consumers’ purchase intentions for green products. Also, environmental concern has a favorable impact on PCE. Furthermore, the ANN’s non-linear output provided deeper insights into the importance of cognitive drivers. Originality/value Based on the factors influencing customer attitudes about green products, this study provides novel insights for marketers on building effective green product promotion tactics. The study also emphasizes the importance of understanding consumers’ preferences and perceptions when establishing green product marketing campaigns.