Better life and health are two permanent demands of humans and the use of healthier products has been considered more attention due to environmental challenges such as increasing ground temperature. The study aimed to investigate the role of knowledge and conditional value on consumer desire to buy green products. The data collection method is valid through a questionnaire, including three sections of demographic information, the value of knowledge and conditional value. Cronbach's alpha is a questionnaire of 0.844, and the number of respondents is 400 people who are adequate according to the Morgan table. The results are aligned with previous studies and showed that if green products are easily accessible, individuals tend to replace these products instead of other products. It also showed that people's willingness to get information about these products are noteworthy, and if there are incentive schemes such as subsidized price or subsidy prices for green products, people have a high tendency to buy these products. In general, people can be concluded that people tend to use and buy green products.
