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.