Product environmental information is considered a useful strategy to translate consumers’ intention into actual green product purchase behaviors. The underlying theoretical explanations of the importance of information await exploration. This research applies a theory of planned behavior lens to study the theorical mechanism of how product environmental information affects consumer behaviors in the e-commerce context. E-commerce product environmental information is covered in the theoretical model as a new variable which can be studied for its impact on consumer behaviors. As results show, the intention and perceived behavioral control can both positively impact behavior. Specifically, information on behavioral consequences, mediated by perceived control of behavior, can significantly improve purchase behavior for durable products such as air conditioners. Meanwhile, information frequency can positively moderate the relation of perceived behavior control to behavior. For fast-moving consumer goods, information such as online buyer reviews and product ratings can enhance behavior through a chained mediation effect due to intention linked with subjective norms. Information also has heterogeneous impacts on consumers with different demographic attributes. These results can provide practical implications for market practitioners adopting diverse information presentation strategies to promote green products on e-commerce platforms and addressing the gap between intention and behavior.

Although product environmental information serves as an effective tool for promoting green consumption which is a critical lever for advancing broader sustainability goals, its varied impacts across product categories (durable goods vs. fast-moving consumer goods) and the underlying mechanisms remain unexplored. Grounded in the theory of consumption values (TCV), this study investigated the heterogeneous effects and mediating pathways of such information through a comparative analysis of representative products: organic milk (fast-moving consumer goods, FMCGs) and energy-efficient air conditioners (durable goods). The results show the following: (1) epistemic value, which exhibits the strongest association with product environmental information, demonstrates significantly different influence patterns between purchases of green durable goods and green FMCGs across both online and offline channels; (2) in the e-commerce context, green FMCG consumption is mainly driven by product environmental information through the mediating effect of conditional value. For green durable goods, product environmental information influences green consumption through multiple pathways including functional value, conditional value, and epistemic value. This study extends the classic theory of consumption values, and the results suggest that differentiated information strategies of emphasizing conditional value for FMCGs and integrating multi-dimensional values for durables can optimize green consumption promotion. Such strategies hold substantial potential to strengthen the green development of the omnichannel retailing sector, reinforcing its contribution to reaching sustainability objectives.