The purpose of this study is to integrate the theoretical base of green purchasing by using the signaling theory approach to green marketing. Since previous studies do not combine relevant factors from the perspective of Signaling Theory and Attitude-Behavior-Context (ABC) Theory for green purchase, this study attempts to examine the effects of green customer value and attitude towards green products on green purchase intention. Moreover, it aims to identify the moderating effects of green marketing and green psychological benefits on the relationships between customer value, attitude, and green purchase intention. This study involved a survey that comprised 319 customers with at least a year’s experience in buying green products in Cambodia. The findings empirically revealed a significant and positive influence of green customer value on attitude towards green products. Furthermore, both green customer value and attitudes towards green products have a positive effect on green purchase intention. Green marketing (environmental advertising, and green word-of-mouth) and green psychological benefits (warm glow, self-expressive benefits, and nature experience) moderate the relationships between customer value, attitude towards the green product, and green purchase intention. The results may be beneficial for managers and marketers to develop appropriate green marketing strategies. They may also be helpful for academicians to conduct further validations regarding the theoretical framework of green purchasing.

Environmental issues and sustainability have attracted considerable attention. The public have been asked to change their conventional consumption patterns and purchase behaviours. This study expanded the theoretical base of green purchasing by extending the theory of planned behaviour (TPB) and essays a comprehensive research framework to identify the antecedents and mediators of green purchase intention (GPI). Smart PLS version 3.2.8 was employed to test the theoretical framework against 314 observations of customers who had bought green products in Phnom Penh, Cambodia. The current study extended the framework of the TPB model, in which perceived moral obligation (PMO) is introduced as an antecedent of attitudes towards green products, subjective norms (SN), and perceived behavioural control (PBC) vis-a-vis GPI. The findings reveal that environmental awareness and environmental concerns have a significant and positive influence on SN, PMO, and PBC. They also show that consumers’ PMO has a positive and significant impact on customers’ perceived value, including perceived environmental value and perceived environmental image. Furthermore, SN, PMO, PBC, and customers’ perceived value have a significant effect on attitudes towards green products. Both customer’s attitudes and perceived value have a positive effect on GPI. Theoretical and managerial implications are provided.