Consumers are increasingly worried that their current consumption patterns have negative environmental impacts, which in turn shapes their green purchase intentions. Based on the signaling theory and stimulus–organism–response model, the purpose of this research is to construct a theoretical framework to understand consumer intentions to buy eco‐labeled products. Empirical results from 671 questionnaires show that as expected, green advertising receptivity positively affects intention, and the relationship between green advertising receptivity and intention is also moderated by promotion focus and mediated by system trust and personal trust. However, the relationship between green advertising receptivity and purchase intention is not moderated by prevention focus. Hence, this research suggests that stakeholders should conduct truthful green advertising campaigns to dispel consumer suspicion and target different consumers with different green advertising and marketing campaigns to increase sales.

Underpinned by the stimulus–organism–response model, this study explores the underlying mechanism through which green advertising skepticism on social media affects consumer green purchase intention. It also investigates the boundary factors that moderate this indirect relationship. Performing structural equation modeling on data collected from an online survey on Sina Weibo, this study finds that green advertising skepticism on social media negatively affects green purchase intention through the mediation of perceived information utility. Moreover, interdependent self‐construal positively moderates, and independent self‐construal negatively moderates this indirect relationship. These findings suggest that truthful and consumer‐tailored green advertising is crucial to green product marketing.

Since rapid economic growth has led to the overuse of natural resources and environmental degradation, increasing attention has been paid to environmental problems. This study aims to explore the relationship between consumers’ perceived value and satisfaction, and energy-saving products purchase intention was investigated using appraisal-emotional response-coping theory. Moreover, this study further investigates these relationships in different consumer groups. In total, 399 questionnaires were collected online and offline, and results though structural equation modeling analysis show that functional, emotional, conditional, and green value have a positive effect on consumer satisfaction and thereby promote the intention to purchase energy-saving products. However, social value is not significant for consumer satisfaction. Perceived value influences consumer satisfaction and varies among different consumers according to the results of multigroup structural equation modeling analysis. These results have practical significance for the design and marketing of energy-saving products.

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