The acceleration of climate change and the integration of environmental, social and governance (ESG) principles in the financial sector have led to the development of green insurance as a tool to support economic resilience and the transition to a sustainable economy. However, limited awareness of these products and varying levels of consumer acceptance remain important challenges for market development. The purpose of this study is to examine the role of environmental awareness, trust in insurance companies that invest in green projects, and willingness to pay for sustainable products in shaping consumers' intention to purchase green insurance. The research is based on a survey conducted in the Republic of Moldova among 143 respondents, and multiple linear regression is used to examine these relationships before and after controlling for socio-demographic and insurance-related characteristics. The results show that trust is positively and significantly associated with green insurance purchase intention in the baseline model (B = 0.315, p = 0.012), whereas environmental awareness and willingness to pay do not show statistically significant effects. After socio-demographic and experiential controls are introduced, the association between trust and purchase intention becomes statistically non-significant (B = 0.206, p = 0.102), while willingness to pay and environmental awareness also remain non-significant. The findings therefore suggest that the initially observed role of trust is not robust to the inclusion of respondent characteristics and that green insurance purchase intention may depend on a broader set of factors than those captured by the core explanatory variables. The study contributes to the emerging literature on sustainable insurance by providing evidence from a non-probability sample in the Republic of Moldova and offers implications for future research and for the development of consumer-oriented green insurance strategies.