This study investigated if altruistic, biospheric, egoistic, and hedonic values can be distinguished empirically and whether these values are uniquely related to intrinsic motivations. This study also demonstrated that obligation-based and enjoyment-based intrinsic motivations can be distinguished empirically and examined the extent to which intrinsic motivations predicted relationship with eco-friendly apparel purchasing behavior. Finally, this study assessed the influence of social norms and environment self-identity on intrinsic motivations in eco-friendly apparel purchasing behavior. A total of 317 samples in the USA were collected from using Qualitrics.com. The data analysis consisted of exploratory factor analyses, hierarchical regression analysis, and multiple regression analyses. The results of this study provide that bio-altruistic, egoistic, and hedonic value orientation were distinguished empirically and these values were found to be differently and uniquely related to related to intrinsic motivations. This study provides support for the reliability and validity of two different intrinsic motivation routes obligation-based and enjoyment-based motivations. When enjoyment-based motivation was entered to hierarchical regression equation with obligation-based motivation, changes in R were significant compared to obligation-based motivation alone. Both obligation-based and enjoyment-based motivations were significant predictors of eco-friendly apparel purchasing. Furthermore, environmental self-identity was found to be the strongest predictor of intrinsic motivations, and descriptive norms and injunctive norms were found to be differently and uniquely related to related to intrinsic motivations.The findings of this study suggest that when non-profit organizations and marketers design messages or interventions to promote eco-friendly apparel purchasing behavior, it is important to for them to 1) strengthen environment self-identity; 2) strengthen egoistic values, environment self-identity, and descriptive norms to activate consumers obligation-based motivations; or 3) altruistic values, environmental self-identity, and injunctive norms to activate enjoyment-based motivations.
