为分析折扣策略对绿色消费中态度-行为差距的影响，基于显著性理论与随机效用理论，构建价格敏感性与绿色敏感性双维异质性消费者模型，将消费者划分为价格敏感型、绿色敏感型、双敏感型和理性型4类，并在两阶段定价框架下研究制造商的最优定价策略。研究发现：折扣策略的有效性受绿色度、功能质量与成本约束共同影响，绿色产品需达到最低竞争阈值；折扣机制能够显著提升价格敏感型与双敏感型消费者的绿色购买意愿；绿色度存在阈值效应，过低难以形成有效需求，过高则会因成本上升压缩折扣空间；功能质量提升可增强绿色敏感型与理性型市场中的产品溢价能力。

To examine the effect of discount strategies on the attitude-behavior gap in green consumption, this study constructs a dual-dimensional heterogeneous consumer model incorporating price sensitivity and green sensitivity based on salience theory and random utility theory. Consumers are classified into four categories: price-sensitive, green-sensitive, dual-sensitive, and rational consumers. A two-stage pricing framework is developed to analyze manufacturers’ optimal pricing strategies. The results show that the effectiveness of discount strategies is jointly influenced by product greenness, functional quality, and cost constraints, and green products must reach a minimum competitive threshold. Discount mechanisms significantly enhance the green purchase intention of price-sensitive and dual-sensitive consumers. In addition, product greenness exhibits a threshold effect: insufficient greenness fails to stimulate effective demand, whereas excessive greenness compresses discount space due to rising costs. Improvements in functional quality further strengthen the premium pricing capability of green products in green-sensitive and rational consumer markets.