Many preceding studies on green purchasing behavior have focused on the relationship between environmental consciousness and purchase intentions, but the findings are inconsistent. This study, by including perceived product attributes into the analysis, examines the influence of environmental consciousness and perceived attributes of green products on attitudes toward green products and purchase intentions. The results show that the degree of individualsû environmental consciousness has no direct effect on purchase intentions, but indirectly influences purchase intentions via perceived product attributes and attitudes toward green products. It is the perceived product attributes that have a direct effect on green buying intentions, and also has an indirect effect via attitudes toward the products. The findings suggest that those selling green products need to pay greater attention to the overall product attributes and communicate these to their target audience rather than focusing only on building an environmentally friendly image of the products and companies.