Based on the S-O-R model, with green products authenticity perception introduced as intermediary variable and environmental responsibility consciousness as regulating variable, this paper studies the action path and boundary conditions between promotion incentives and consumers’ green brand value co-creation intention, and then establishes a conceptual model of their relation. The empirical analysis shows that both price promotion and brand display have a significant positive impact on consumers’ green brand value co-creation intention and on green products authenticity perception; green products authenticity perception plays an intermediary role in the relationship between price promotion and consumers’ green brand value co-creation intention; environmental responsibility consciousness positively regulates the impact of price promotion on the green products authenticity perception. Therefore, green brands should reasonably formulate price promotion strategies, display eco-friendly attributes in an all-round way, raise consumers’ environmental responsibility awareness, and attach great importance to consumers’ value co-creation intention.