The rapid economic development, coupled with accelerated industrialization and urbanization, has brought significant challenges to sustainable development due to environmental pollution and climate change. Promoting the adoption of eco-friendly home products is essential for mitigating household pollution and advancing green, low-carbon, and sustainable consumption. This study investigates the key factors influencing consumers’ purchasing behavior of eco-friendly home products and proposes targeted strategies. Grounded in the Theory of Planned Behavior (TPB) and the “Attitude- Intention-Behavior” model, the research constructs a theoretical framework for understanding green consumption behavioral intentions. Data were collected through an online survey of 397 consumers of home products in the Sichuan-Chongqing region, and Structural Equation Modeling (SEM) was employed to empirically examine the determinants of consumers’ eco-friendly purchasing behavior. The results demonstrate that the proposed model effectively explains and predicts consumers’ purchasing decisions regarding eco-friendly home products. Among the identified factors, attitude toward green products is the most significant determinant, while environmental concern and environmental awareness are the strongest antecedents influencing purchase intentions. Perceived behavioral control also exhibits a positive and significant effect on purchase intentions, whereas perceived environmental knowledge shows no significant impact. These findings offer valuable theoretical insights for manufacturers and market practitioners aiming to better align with and influence consumer decision-making in the ecofriendly home products sector. Additionally, the study provides practical recommendations for policymakers focused on fostering green consumption and promoting the sustainable development of eco-friendly home products.