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.