Purpose: The purpose of this study is to explore the role of environmental awareness, environmental concerns, and green innovation toward green purchase intentions. This paper theoretically extends the existing knowledge on the subject matter and adds value to the existing knowledge. Design/methodology/approach: Based upon the existing literature and relevant theories the study developed several assumptions/hypotheses. To test the hypothesis, a comprehensive data set that was collected through online survey method was utilized. For the empirical analysis the study employed structural equation modeling technique. Findings: The results from the study indicated that environmental awareness significantly reinforce green purchase intentions. Whereas, the authors could not find evidence for the direct influence of green innovation on green purchase intentions. The analysis show, green product knowledge and environmental concerns partially mediate the relationship among environmental awareness and green purchase intentions. However, green product knowledge and environmental concerns fully mediate the relationship among green innovation and green purchase intentions. Originality/value: The study measures the role of green innovation, environmental awareness, environmental concerns, and green product knowledge toward green purchase intentions which is pivotal for sustainable consumption. Similarly, the study adds value to the existing research on the management of environmental awareness and protection through reinforcing green purchases.