This study investigates the factors influencing the willingness of low-income women in the B40 category in Malaysia who purchase green skincare products. This study focuses on affordability, environmental awareness, trust, and perceived value within the framework of the Theory of Planned Behavior. A quantitative research design was employed, and data were analyzed using Structural Equation Modeling to examine both direct and mediated relationships. The findings reveal that affordability and awareness alone do not directly predict willingness to purchase but exert significant influence when channeled through perceived value. Trust emerges as a distinct and powerful driver, exerting a direct impact on willingness to purchase without relying on value perceptions. Perceived value is identified as the strongest predictor of purchase intention and fully mediates the effects of affordability and awareness, bridging the well-documented attitude–behavior gap in green consumption. This research contributes to theory by clarifying the interplay between economic, psychological, and relational factors shaping green purchasing behavior and resolving inconsistencies in previous studies regarding the roles of price sensitivity, awareness, and trust. Practically, the study offers actionable insights for marketers and policymakers by highlighting the importance of fair pricing, transparent communication, and trust-building strategies to strengthen consumer confidence and promote sustainable consumption among price-sensitive segments.