This study attempts to find out the reasons and motivations that underlie consumer purchase intentions toward green products. This study extends the concept of Mowen's (2000) Meta- theoretic Model of Motivation (aka, the 3M Model) to develop a hierarchical model of green purchase intention. The results indicate that of the Big Five personality traits, emotional instability has a negative relationship with environmental concern, whereas conscientiousness and openness to experience both positively influence it. Furthermore, environmental concern has a significantly positive relationship with perceived values toward green purchases. Green purchase attitude also serves as a critical mediator in the relationship between perceived value and green purchase intention.