Author(s): Nagarajan Shanmugavel and Sathish Solayan
In the mist of sustainable environment, centennials??? quest towards green products are facilitated by marketers by embracing green concepts in all the stages of product offerings. However, empirical evidence are scant on green consumerism by employing hedonic motivation and perceived moral obligation. It is also rare to use two contrast constructs with different connotations. With this premise this research employed the Theory of Planned Behaviour with the validation of hedonic motivation and perceived moral obligation on the relationships between price perception; reference influence (information influence and value expressive influence); green concern and green products purchase intention. Data collected from centennials were analyzed through SPSS and two stage structural equation modelling, correspondingly moderation analysis was conducted and highlighted the significance of hedonism and perceived moral obligation.