Purpose The objective of this study is to explore the influence of environmental values and consumer knowledge of green products on the attitude toward green products and the purchase intentions of green products. Methods By studying the relevant literature, based on the VBN theory, this paper constructs the effect model and proposes assumptions. Based on 550 valid questionnaires of 568 issued survey questionnaires, by using SPSS25.0 and statistical knowledge, the reliability, validity, correlation and regression analysis of the survey questionnaire are performed to analyze. Results According to analyze results, environmental value and consumer knowledge of green products were related to attitude and green purchase intention, environmental values partially give positive effects to attitude and green purchase intention. In addition, consumer knowledge of green products has effect to attitude and green purchase intention. consumer’s attitude on the green products have a significant impact on the green purchase intention. Conclusion The following conclusions are draw: to improve individual green purchase intention recommendations from national, businesses and consumer perspective.