Abstract With this regard, this study introduces an important variable—green trust in green marketing practice to discuss the influence mechanism of the type of fit on consumer’s purchasing intention. The results of three experiments show that both function-fit and image-fit have positive effect on consumer’s purchasing intention and green trust. However functional fit exerts greater influence on consumer’s green trust and purchasing intention while green trust plays a mediating role in the relationship between type of fit and consumer’s purchasing intention. Furthermore, type of fit has an interaction effect with construal level on consumer’s purchasing intention and green trust. Under the function-fit, the consumer with lower construal level has stronger purchasing intention and green trust. Under the image-fit, the consumer with high construal level has stronger purchasing intention and green trust. This study discusses the problems needed for further research as well.
