Purpose – The study examines green service purchase intentions(GSPIs) of Indian consumersthrough the lens of the stimulus-organism-response (S-O-R) framework. The study considers environmental concern and green word of mouth (GWoM) as stimuli, fear of missing out (FOMO) as the organism and GSPIs as the response.

Design/methodology/approach – Using a cross-sectional survey design, the study uses a structural equation modelling approach to analyse 320 responses collected from the Indian consumers.

Findings – GWoM and environmental concern influenced FOMO and GSPI. FOMO mediated the relationship between environmental concern, GWoM and GSPIs.

Originality/value – This study exhibits the pivotal role of FOMO – both as a driver and a mediator of GSPIs – and establishesit as a driver ofsocially desirable behaviour, thereby making the study novel. The study also tries to evaluate FOMO as the organism, driven by novel stimuli, thereby advancing the literature on S-O-R theory