It is an important decision for enterprises to apply environmental claims in advertising design, since it may influence advertising effects and company reputation. On this basis, thispaper introduces attribution theory and elaboration likelihood model to analyze the effect and mechanism of enterprises’ environmental claims on consumers’ green purchase intention. The results show that: Consumers are more willing to purchase green products in the face of substantive claims than associative claims. Consumers environmental concern moderates the impact of environmental claims on green purchase intention, which means that consumers with high environmental concern (vs low environmental concern) are more willing to purchase green products in the face of substantive (vs associative) environmental claims than those with associative (vs substantive) environmental claims. Furthermore, consumers’ perception of CSR intrinsic motives plays a mediating effect on the impact of environmental claims on consumers’ green purchase intention. This paper enriches the green advertising theory, which can provide a theoretical basis to enhance the persuasion effect of enterprise environmental claims.