Examining the effect of consumption values on green FMCG purchase behaviour: a focus on the theory of consumption values

Purpose This study investigates the influence of consumption values on green Fast-Moving Consumer Goods (FMCG) purchase behaviour in the context of green household cleaning products in the Western Province of Sri Lanka. Design/methodology/approach We used the survey strategy and 326 effective responses as the sample of this study. Findings Our findings reveal that specific consumption values, specifically functional, conditional and epistemic values, significantly impact green FMCG purchase behavior towards green household cleaning products. However, social and emotional values did not substantially influence this behavior. Practical implications The results of our study suggest practical implications for green FMCG marketers aiming to boost consumer adoption of green household cleaning products in Sri Lanka. To achieve this, marketers should focus on enhancing consumer value perceptions and strategically emphasize the consumption values consumers prioritize. Green FMCG marketers have a competitive advantage in the Sri Lankan market by doing so. Originality/value This research addresses a notable gap in the literature concerning green FMCG purchase behavior related to green household cleaning products within international and local contexts. Furthermore, this study distinguishes itself by adopting the Theory of Consumption Values as its foundational theory, offering fresh insights compared to previous research employing alternate theories, such as the Theory of Planned Behavior and the Theory of Reasoned Action, to examine similar phenomena.