Abstract A consumer model of environmentally responsible purchase covariance structural analysis. The model successfully predicted the purchase of environmentally responsible and non- responsible product alternatives. A hierarchial relationship from values to product specific attitudes to purchase intention to purchase behavior was confirmed. Individual consequences, which take the personal implication of consumption into account, were found to be just as important in predicting intention as the environmental consequences of a product. The study empirically tested a value typology as a basis to explain attitude formation.