聚焦非典型性绿色产品，基于解释水平理论和认知双系统理论，利用4个实验，探究绿色属性与心理模拟对绿色购买意愿影响的匹配效应，并挖掘其潜在的作用机理和边界条件。研究表明:对于非典型性绿色产品，当绿色核心属性与过程模拟匹配，绿色外围属性与结果模拟匹配时，消费者的绿色购买意愿更强，处理流畅性在其间起中介作用；认知负荷作为边界条件，表现为当消费者处于高认知负荷水平时，不管是绿色外围属性还是绿色核心属性，引导消费者进行结果模拟均可以对绿色购买意愿产生更积极的影响。

Focusing on atypical green products, and based on construal level theory and dual-process theory, this study conducted four experiments to explore the matching effect of green attributes and mental simulation on green purchase intention, and explored its mechanisms and boundary conditions. The results show that: for atypical green products, consumers’ green purchasing intention is stronger when green core attributes match process simulation, and when green peripheral attributes match outcome simulation. Processing fluency plays a mediating role in this process. As the boundary condition, cognitive load moderates the impact: when consumers are at a high level of cognitive load, whether it is green peripheral attribute or green core attribute, guiding consumers to conduct outcome simulation can have a more positive impact on green purchase intention.