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Abstract Green products result from innovations aimed at designing products that cause less environmental harm, but they often come at a higher cost or are perceived as less effective. Therefore, there is a need to highlight the consumption values that trigger green product purchases. In our study, we conceptualize the consumer values, including social, conditional, and knowledge value, and investigate their effect on the green product purchase behavior among consumers in two developed countries. Our main contribution is that aside from looking at the direct impact of consumption values on purchasing behavior, we examine the mediating role of contextual factors that may strengthen or weaken this relationship. We consider the mediators such as environmental and health concerns, functional value, and social pressures. We compare how the mechanism underlying the interaction between consumption and green choices differs in masculine (USA) and feminine (Finland) countries. Our findings underscore the importance of integrating social and knowledge values into marketing strategies to foster green product adoption. Businesses should leverage advertising themes that resonate with customers' desire for social belonging and self‐improvement.
Chwiałkowska et al. (Tue,) studied this question.