It is suggested that solving environmental problems should begin from the consumers’ level, as they play an important role in consumption activities. Consumers can actively participate in environmental preservation by their initiative, like reducing energy usage, recycling their waste and switching their product choice into environmentally-friendly product. This study attempted to explore the environmentally-friendly product purchase intention by employing theory of consumption values. The objective of this study is to identify which value of these consumption values can influence the purchase intention for environmentally-friendly product. The object chosen for this study is environmentally-friendly fashion product, specifically environmentally-friendly shoes made from plastic waste from sea. A total of 115 respondents
participated in this study. This study employed Partial Least Square to assess the validity, reliability as well as to test research hypotheses. Based on the result, functional value, emotional value and epistemic value were proven to be significant in affecting purchase intention for environmentally-products, in which emotional value contributed the biggest
effect. Meanwhile, social value and conditional value were found to be insignificant. The result of this study emphasized the importance of functional, emotional and epistemic aspect of environmentally-friendly product as consumers considers these values the most when making purchase decision.