T This study aims to apply several dimensions of green perceived value to the purchase intention of green food products such as functional value, conditional value, social value, emotional value, and explore the relationship of consumer behavior attitudes that affect the purchase intention of food products. The data collection method used a questionnaire with purposive sampling technique to 200 respondents, namely, consumers who actively shop at Supermarkets, Minimarkets and Retails. The data analysis tool used is the structural equation model (SEM) through the AMOS and SPSS programs, while the reliability test is Cronbach's Alpha. The results of this study indicate that functional values, conditional values, emotional values have a positive effect on purchasing attitudes of environmentally friendly products, social values have no effect on purchasing attitudes of environmentally friendly products and attitudes towards purchasing environmentally friendly products have a positive effect on purchase intentions. The managerial implication in this research is to improve product quality and benefits, provide discounts and convenience for consumers to get products, increase interaction with consumers through social media platforms, increase aesthetic value through product design, provide product information that participates in preserving the environment so that it can lead to intentions purchase.