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Abstract
The gap between concern for the environmental degradation and green purchase intention has been pointed previously in the literature. This gap is concerning and must be addressed to boost green product sales. This study adapts the behavioral reasoning theory (BRT) to address the attitude-intention gap. This study develops a framework to examine the impact of green consumption value, reasons for purchasing green products and reasons against purchasing green products on consumer attitude toward green product and green purchase intention. A cross-sectional survey was filled by 322 respondents from India. The findings indicate that green consumption value positively associate with reasons for purchasing green products, and attitude toward green products, which, in turn, has a positive effect on green purchase intention. Reasons for purchasing green product has a positive impact on attitude toward green products and green purchase intention. Reasons against purchasing green products do not mediate the relationship between green consumption value and green purchase intention, and also do not have direct influence on attitude toward green products and green purchase intention. The findings of the study provide theoretical and managerial implications that can benefit academicians and practitioners.