During the recent decades, consumers have awaked to the danger about deterioration of earth’s environment. The problem with the depletion of ozone layer is already familiar, yet this problem is only one of many others which are affecting the environment which people live in. As a result, consumers are becoming more interested in purchasing environmentally friendly products, and marketers are delivering more green products. This study examines the influence of various cultural and psychological factors on both attitudes toward green purchase and green purchase intention. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a questionnaire survey. The survey results provide reasonable support for validity of proposed model. Then, the method of structural equation modeling was employed to confirm the fitness of the research model and the cause-effect relationships among the variables. The results confirm the influence of the subjects’ ecological affect, man-natural orientation, perceived normalization, perceived importance, on their attitudes toward green consumption. Among these variables, perceived severity and perceived value are positively related to perceived importance. Additionally, attitudes toward green consumption, ecological commitment and perceived value have positive influence on green consumption intention. However, altruism and ecological knowledge have positive effect on attitude toward green consumption, but are not statistically significant. Finally, the managerial implications of adopting environmentally-based marketing programs and concerns relevant to future research in this area are also addressed.