<![CDATA[Rising environmental concern has expanded the global and emerging-market demand for green products, yet a favorable environmental disposition does not always translate into an actual purchase, revealing a persistent gap between environmental attitude and green buying behavior. This conceptual paper addresses that gap by examining how green lifestyle and green knowledge shape green product purchase decisions, and by proposing perceived value as the mechanism that mediates this relationship. Using a qualitative, literature-based conceptual paper design, the study synthesizes theoretical and empirical literature grounded in the theory of planned behavior, the stimulus-organism-response paradigm, and the means-end model of consumer value to develop seven theoretically justified propositions. The synthesis indicates that green lifestyle and green knowledge each positively shape consumers' perceived value of green products, that perceived value positively shapes green product purchase decisions, and that perceived value mediates the relationship between both antecedents and the final purchase decision. The principal contribution of this study is an integrated conceptual framework that repositions perceived value, rather than attitude or purchase intention alone, as the central evaluative mechanism converting green lifestyle and green knowledge into an actual purchase decision, offering a theoretical foundation for future empirical validation and practical guidance for value-based green marketing strategy in emerging economies.]]>
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