How does green product knowledge effectively promote green purchase intention?

Knowledge can influence the whole decision-making process of consumers. While green product knowledge is often conceptualized as a direct antecedent of green purchase intention, empirical findings in support of this relationship are inconsistent. Based on 236 samples, this study investigates how green product knowledge promotes consumers' green purchase intention. Results show that green trust and perceived consumer effectiveness partly mediate the relationship between green product knowledge and green purchase intention. The relationship between green trust and green purchase intention is positively moderated by perceived price. Compared with low perceived price, green trust has a greater effect on green purchase intention in the case of high perceived price. However, the relationship between perceived consumer effectiveness and green purchase intention is not moderated by perceived price. This study provides a new insight into green product knowledge and how to promote green purchase intention, and the findings help government and enterprises to formulate strategies to promote consumers' green purchase intention.