Paper Title
IMPACT OF GREEN CONSUMPTION VALUE FOLLOWING BEHAVIOURAL REASONING THEORY

Abstract
As per the past theory, the gap between environmental degradation and green purchase intention has already been studied, but it still requires more study to boost sales. This study has done a pilot study with 50 respondents where we explored how the BRT address the attitude-intention gap. The study examines the green consumption value, reasons against purchasing green products on consumer attitudes. The findings say that the green consumption value is positively associated with purchasing green products and positively affects green purchase intention. The study's findings provide theoretical and managerial implications that can benefit academicians and practitioners.