The environmental characteristics of products have become increasingly important to consumers. The more closely a product's image matches the buyers' self-concept, the higher the purchase intention is for that product. Thus, Concerns related to the environment are evident in the increasingly environmentally conscious marketplace. Targeting consumers are willing to pay more for environmentally friendly products. The elaboration process of advertising data among consumers can take two separate routes depending on the level of involvement. This article discusses conceptualization of the ecological attitudes and knowledge will affect future purchase intention by Elaboration Likelihood Model, and the external price willingness which moderate the relationship.