In the new era, green consumption has become the inevitable requirement of China's construction of ecological civilization. More and more domestic consumers begin to practice green consumption. The existing research on green consumption generally focuses on economics and sociology, emphasizes the influence of environmental value and personal psychological factors, and ignores the influence of consumers' green product cognition on green consumption behavior. This paper will explore the impact of consumers' green product cognition on consumers' green consumption behavior, and try to demonstrate that perceived trust and perceived deception have intermediary effects between green product cognition and green consumption, and discuss social norms as regulatory variables. Based on the existing research results and relevant theories, this paper puts forward research hypotheses and establishes a research framework. Although there is no sample survey and data verification, this study helps to improve consumers' awareness of green products and promote green consumption; It also provides a reference for enterprises to build a perfect green marketing system.