中文摘要：

伴随环境恶化和消费者生态环境意识的逐步增强，绿色广告主张也开始在广告中越来越频繁地出现。鉴于此，在归因理论的指导下，引入消费者感知绿色价值，试图深入揭示绿色广告主张类型和动机交互作用的内在效用机制。实验数据分析表明动机归因调节了绿色广告主张类型对于消费者决策的影响。当消费者对绿色广告有积极的归因时，相比关联型广告主张，实质型广告主张能够得到消费者更好的品牌态度、更积极的品牌评价和更高的购买意向；反之当消费者认为公司做绿色广告的动机比较消极时，无论其提出什么类型的广告主张，都很难引起消费者的好感。此外，中介作用分析结果表明，消费者感知绿色价值是影响广告主张与归因交互作用发挥的中介变量。

英文摘要：

Along with the environmental degradation and the progressive enhancement of the consumers＇ awareness of ecological environment, green ads claims are more and more frequently appear- ing. For that reason, this paper introduces the green value perceived by consumers to try to reveal the inherent utility mechanism of the interaction between the claim type and motivation of green ads under the guidance of the attribution theory. The analysis of the experimental data shows that the motive attribution can adjust the impact of green ads claim type on consumers＇ decisions. When consumers have active attributions toward green ads, compared with the associative ad claim type, substantive ad claim type can generate better brand attitudes, more favorable brand evaluation and higher purchase intention from consumers; on the contrary, when consumers perceive the negative motivations of companies in green ads, their interests can be hardly aroused, no matter what kind of ad claim is put forward. In addition, the results of the mediate function analysis indicate that the consumers＇ perception of green value is the mediating variable affecting the interaction between ad claim and attri-bution.