Why do consumers express strong preference for Geographical Indication (GI) products yet hesitate to pay a premium? This study addresses this paradox by conceptualizing GI consumption as a staged decision process involving purchase intention, premium participation, and premium intensity. Drawing on signaling theory, we argue that premium formation depends on both trust in certification and consumers’ ability to decode label value under market disorder. Using survey data from 521 Chinese urban consumers and a Two-Part Model, we find a significant attitude–behavior gap: high stated preference does not automatically translate into premium payment. Institutional trust determines whether consumers enter the premium market, while GI label knowledge drives premium intensity. Perceived market disorder further strengthens the effect of institutional trust on premium intensity. These findings suggest that strengthening certification credibility and consumer education is essential for enhancing GI premium realization in emerging markets.

Against the backdrop of global green development and China’s sustainable economic transition, many firms exaggerate green-transition disclosures to cater to national strategies and capital market preferences, leading to a severe "Say–Do Gap". Based on signaling theory, this study uses the phased establishment of environmental courts in 208 prefecture-level cities as a quasi-natural experiment, adopting a staggered DID design with 2007–2023 panel data of Chinese A-share listed firms for empirical tests. Results show widespread corporate green pandering, with improved disclosure not translating into actual carbon reduction. Environmental courts effectively curb this behavior, with environmental litigation risk as the core mediating channel. Heterogeneity tests reveal stronger deterrence in regions with weaker regulation/heavier pollution and polluting firms with stronger environmental technology. This study enriches literature from a judicial deterrence perspective and provides implications for substantive corporate green transition.