Purpose
This study applies behavioral reasoning theory (BRT), which emphasizes values and context-specific reasons, to analyze behavioral factors for a deeper understanding of socially responsible consumption (SRC) adoption intention. Furthermore, it incorporates multi-dimensional consumption values to strengthen the explanation of SRC adoption intention within the BRT framework.

Design/methodology/approach
This study adopted a consequent mixed-method approach, integrating qualitative thematic analysis alongside quantitative partial least squares structural equation modeling.

Findings
The qualitative study identifies “social influence,” “awareness of consequences” and “warm glow” as potential reasons supporting SRC adoption and “perceived expensiveness” and “skepticism” as reasons against it. The study also finds that the “low availability” of SRC-promoting products moderates the effects of “consumption values,” “attitude” and “reasons for” SRC adoption intention. The quantitative study confirmed these findings, and together, both studies offer conclusive insights.

Research limitations/implications
This study bridges gaps in SRC literature by addressing value-attitude and attitude-intention discrepancies while expanding BRT with a multidimensional approach. It helps businesses achieve Sustainable Development Goal 12 by aligning marketing strategies with diverse consumer values and context-specific reasons. Additionally, this study highlights low product availability as a moderating barrier, urging businesses to enhance visibility and accessibility through strategic marketing activities.

Originality/value
This study enriches SRC literature by investigating beyond prior research that focused only on motivators and single-dimensional values influencing attitudes and intentions. Expanding on BRT, this study examines how multidimensional values shape SRC intention while considering both reasons for (motivators) and reasons against (barriers) adoption.