In this study, we explore how consumers' willingness to purchase green products is influenced by their knowledge of green brands, as well as their environmental knowledge, attitudes, and behaviors. The survey focuses on the purchase of electric scooters as a case example. This research examines the interactions between these factors to provide businesses with specific and effective environmental strategies that encourage consumers to actively choose green products. Additionally, the study delves into the importance of brand awareness and brand image in the context of green brand knowledge, and how these elements affect consumers' willingness to purchase green products. The findings indicate that while consumers' environmental knowledge and behaviors have some impact on their willingness to purchase green products, these factors do not significantly moderate the relationship between green brand knowledge and the willingness to purchase green products. The conclusions of the study offer management recommendations for product companies and sales personnel, providing strategic insights for achieving sustainable green business operations.
