中文摘要：

环境恶化及消费对环境的巨大影响，使得顾客进行绿色消费的意义重大而深远。企业希望能够掌握绿色消费的特点和机制，从而能够拉动绿色需求。绿色营销研究多针对企业，而针对顾客的研究甚少。为数不多的绿色消费研究甚少关注顾客在进行绿色消费时在自身短期利益与社会长远利益之间的两难选择，对绿色消费机制的研究也很缺乏。本研究试图从该两难选择入手，使用自我控制、利他行为、自我构建等理论，采用实验方法，从顾客的视角来研究个体因素、文化因素与情境因素是如何通过影响“关注长远利益”、“关注社会利益”，从而影响绿色消费的，并研究这两种机制的边界条件、冲突及自我构建对自身短期利益与社会长远利益两难选择的调和。

英文摘要：

Environmental degradation and the enormous impact of consumption on the environment make customers＇ green consumption significant and important for the future. Companies want to be able to understand the characteristics and mechanisms of green consumption, which can boost green demand. While green marketing research mainly focuses on companies, the research on customers is limited. Little green consumption research pays attention to the customers＇ dilemma between short-term individual interests and long-term social interests during the consumption of green products, so does the research on the mechanisms of green consumption. This study attempts to focus on the dilemma, applying theories of self-control, altruistic behavior and self-construction, as well as using experimental methods to investigate how the three factors （individual, cultural and situational） influence ＂concerns about the long-term interests＂ and ＂concerns about the social interests＂, thus affecting green consumption from customers＇ perspective. The study is also on the boundary conditions of and conflict between these two mechanisms and the reconciliation of self-construction to the dilemma.