This study aims to investigate the effect of the core capability of products in eco-friendly stores on perceived CSR and consumers’ purchasing behavior. It is also to verify the moderating mediation effect of store type (multi-category store vs. single-category store). The results indicate that generally, in eco-friendly stores, consumers perceive the core competency of the products, which increases perceived CSR and purchasing intention. In the single-category store (i.e., fashion only) compared to the multi-category store (i.e., food and fashion), consumers perceive that the core capability and CSR are higher and thus they have higher purchase intention.