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The motives for buying green products have generated scholarly interest, mainly due to concern for the environment. There is, however, a gap in the literature on understanding consumer green purchase intention and actual purchase behaviour in developing countries such as South Africa. The purpose of this study is to develop and test the applicability of green consumption of FMCG products grounded in the Theory of Planned Behaviour (TPB) and thus address the “attitudes–behaviour” gap documented in the literature from the perspective of South African consumers. The study uses non-probability, convenience sampling and collected data from 381 consumers residing in the greater Durban area of the KwaZulu-Natal province. Structural equation modelling was applied in analysing the data. The findings of the study indicate that pro-environmental attitude, perceived value (quality) of green FMCG products positively influenced green FMCG purchase intention, which in turn, positively influence the actual purchase behaviour for green FMCG products. The findings further show that perceived price may be a barrier to green FMCG purchase intention although the relationship was not significant. This study provides practical implications for FMCG marketers in their bid to shift from conventional products to green products.