While environmental concern is often conceptualized as a direct antecedent of environmental purchase intention, empirical findings in support of this relationship are inconsistent at best. This study consequently investigates the direct and indirect effects of environmental concern on environmental purchase intentions in an effort to better understand these inconsistent findings. Using a cross-sectional sample of consumers (n= 599), this study finds that intentional and incidental learning strategies mediate the relationship between environmental concern and environmental purchase intentions. However, the mediating role of intentional (incidental) learning increases (decreases) as consumers reduce their levels of consumption. The authors discuss the managerial implications arising from these findings.