Purpose – This study classified consumers' value inclination to find out ways to enhance consumers' eco-friendly product purchase intention. Further, it verified the differences among eco-friendly product purchase intentions depending upon value inclination. Research design, data, and methodology – The structured model and hypotheses were established, and 202 copies of effective questionnaires were used. In order to verify the hypotheses, we used single regression analysis, multiple regression, 3-step mediating regression, and path analysis. Results – Individualism had a positive influence upon materialism, need for uniqueness, and face wants, and collectivism had a positive influence upon materialism only. Factors of self-expressive consumption inclination had a positive influence upon eco-friendly product purchase intention, and factors of value inclination also had a positive influence. Finally, self-expressive consumption inclination mediated between value inclination and eco-friendly product purchase intention. Conclusion – Consumers with individualism inclination felt the need to connect the ownership of an eco-friendly product with their extended self and, further, it was clear that not only the government but also enterprises should build up their public image regarding eco-friendly products.