Abstract: To encourage consumers to purchase green products is the key to achieve ecological sustainable development. From the perspective of green advertising appeal and consumers’ self-construction, this paper conducts two experiments to explore the formation mechanism of consumers’ green purchase intention. The results suggest that green advertising appeal and consumers’ self-construction have an interactive effect on purchase intention, namely, compared with rational appeal (emotional appeal), consumers with independent self-construction (interdependent self-construction) have a higher purchase intention towards emotional appeal (rational appeal). Consumers’ environment involvement plays a regulatory role in the joint impact of green advertising appeal and self-construction on consumers’ purchase intention, namely, for consumers with higher (lower) environment involvement, green advertising appeal and self-construction have an insignificant (significant) interactive effect on consumers’ purchase intention. Consumers’ perceived greenwash can mediate the interaction of green advertising appeal and self-construction on consumers’ purchase intention.

Key words: emotional appeals; rational appeals; environmental involvement; perceived greenwash; green purchase intention