John is a supporter of environmental issues. He is constantly examining the "green" credentials of the products he purchases. John's purchasing behavior is a reflection of his .

self values.

Explanation:

Self  values refer to the things that are important to us, the characteristics and attitudes that inspire us and direct our decisions in daily life. Values matter, because you will probably feel better if you live according to your values you believe in. Self values of customers are the key factors that affect consumer behavior, and they direct and evaluate the attitudes and behaviors of customers on the products or services which is evident in John's purchasing behavior.

answer; i believe its (transgender);