<p>This study investigates the interplay between consumer confidence and green purchase intention, introducing the Green Alternative Preference Index (GAPI) as a novel moderator, which measures individual behavioral preferences for green product alternatives across categories. Specifically, it examines (1) the influence of national and personal consumer confidence on green purchase intention, (2) the roles of cautious purchasing behavior and environmental consciousness in shaping green behavior during economic crises, and (3) the moderating effect of GAPI on these relationships. A conceptual model was tested using structural equation modelling and moderation analysis with data from 308 Hungarian consumers. The findings highlight the significant influence of national consumer confidence, environmental consciousness, and cautious purchasing behavior on green purchase intention, while personal consumer confidence affects only cautious purchasing behavior. Notably, GAPI reduces the importance of economic factors like consumer confidence and cautious purchasing behavior, underscoring the intrinsic commitment of high-GAPI individuals to sustainability.</p>