The present work aims to study the relationship of values with purchase intention for organic clothing and ecological behaviour. It will also explore the relationship of ecological behaviour and positive word-of-mouth. Further, it will figure out the moderating role of gender in all these relationships. Six hypotheses were developed with the support of relevant literature. The hypothesis were tested with the help of primary data (n = 202), collected through a structured questionnaire online from Indian consumers of age group 18 years and above. Regression analysis was done to test the hypotheses. The results indicate that value and purchase intention for organic clothing has a positive relationship. Also, values and ecological behaviour has a positive and significant relationship. Similar is the relationship between ecological behaviour and positive word-of-mouth. Gender acts as a moderator in all the earlier mentioned relationships. The results of the current study are focused organic clothing and needs validation in other contexts. It is limited to Indian consumers of age group 18 years and above.