In recent years, due to increasing awareness of the need for environmental protection, there have been significant efforts to improve consumers’ acceptance of green information technology(IT) products for sustainable development. This study first investigated how knowledge about a green IT product (e-books) influences consumers’ planning processes by using the technology acceptance model and the theory of planned behavior. Data from 320 respondents were analyzed using structural equation modeling to examine the hypothesized relationships in the research model. Results show that perceived usefulness, attitudes, subjective norms, and perceived behavioral control have a significant and positive impact on the intention to purchase e-books. Results also show the moderating effect of consumers’ knowledge about the environmental friendliness of e-books on their intention to buy e-books. Finally, important implications of the findings are discussed, and directions for future research are also provided in this paper.