Research background and purpose: Growing environmental challenges have increased consumer interest in eco-friendly products, yet the mechanisms through which environmental awareness and environmental cognition shape green purchasing intention remain insufficiently explored. This study examines how consumers’ understanding of environmental issues and their awareness of ecological consequences influence their intention to purchase green products. Design/methodology/approach: A quantitative approach was adopted using a structured survey. Factor analysis was conducted to validate the measurement structure, followed by ANOVA to assess differences among consumer groups and test the impact of environmental awareness and cognition on green purchase intention. Findings: Results show that both environmental awareness and environmental cognition significantly influence consumers’ intention to purchase green products. Higher levels of environmental concern and understanding are associated with stronger intentions to choose eco-friendly options. The analysis further highlights the value of segmenting consumers based on environmental attitudes to improve the effectiveness of green marketing strategies. Value added and limitations: The study contributes to the literature by simultaneously examining awareness and cognition as predictors of green purchase intention, offering insights for policymakers and marketers aiming to promote sustainable consumption. However, the research focuses on intention rather than actual purchasing behavior. Future studies should investigate real buying patterns and consider external moderating factors such as price, product availability, and cultural influences.