Abstract: In this paper, traditional value points and ecologicalknowledge are merged into the theory of planned behavior model to predict consumers purchase intention and purchase behavior of pro-environmentalproducts. An empirical analysis was carried by using the data obtained by a questionnaire survey. It was found that traditional value standpoints, attitudesand subjective norms have significant impact on consumers intention to purchase environmentally friendly products through hierarchical multiple regressionanalysis, but there is no significant relationship between perceived behavioral control and buying intention of environmentally friendly products. At thesame time, purchase intention has an explanatory power to consumers purchase behavior of proenvironmental products. It was also found that the ecologicalknowledge of consumers has a moderating effect to buy environmentally friendly products. Finally, some management implications were drawn based on theconclusions.