In recent years, the growing environmental issues such as global warming, energy saving and waste reduction has been brought to public attention. It is aroused people’s environmental concern and asked organizations for undertaking more corporate social responsibility. Green marketing is the practical strategy which helps organizations to get the goal of sustainable development, so there are more and more enterprises execute it for attaining their goal, such as increasing reputation, revenue and market share. However, the outcomes always not match enterprises’ expectation. Consumers have doubt on enterprises’ green advertisement; they thought the green product cannot satisfy their demand directly. Moreover, although consumers realize the importance of environmental protection, they will not take the practical action on buying green products. Substantive Green Advertising Claims and Perceived Consumer Effectiveness is the important concept in this study. Simultaneously, the study also wants to explore the influence of cognition conflict in consumers’ purchasing procedure. As a result, the integrated research model is developed by the present study. The study chose environmental washing machine for designing print ads, and then developed questionnaire to housewife in Taipei City. 296 valid samples were collected finally. According to the statistical analyses by SPSS and AMOS, the summaries of research results are as follows: 1.The influence of cognitive conflict that resulted from trade-off relationship in consumers’ mind impact on their purchase intention. 2.The effects of substantive washing machine advertisement on consumers’ perceived utility of green washing machine and consumers’ purchase intention. 3.Enterprises have to devise a way to decrease or eliminate consumers’ perceived sacrifice and cognitive conflict.