Abstract: The empirical research on the formation process of consumer-green brand relational authenticity is based on the self-consistency as the antecedent and the ecological knowledge and perceived consumer effectiveness as the moderators. The research results are as follows: real self-consistency, ideal self-consistency, social self-consistency and ideal social self-consistency have significant influence on the consumer-green brand relational authenticity and social self-consistency has the greatest influence; Ecological knowledge and perceived consumer effectiveness moderate the relation of the real self-consistency and consumer-green brand relational authenticity negatively; And the ecological knowledge and perceived consumer effectiveness moderate the relation of the social self-consistency and consumer-green brand relational authenticity positively. The major contributions of the current research and the marketing implications of relationship management on the consumer-green brand for the enterprise are discussed at last.

Key words: Self-Consistency, Consumer-Green Brand Relational Authenticity, Ecological Knowledge, Perceived Consumer Effectiveness

摘要： 以自我一致性为前因变量,生态知识和感知效用为调节变量,对消费者-绿色品牌关系真实性的建立过程进行实证分析。研究发现:真实自我一致性、理想自我一致性、社会自我一致性及理想社会自我一致性均对消费者-绿色品牌关系真实性产生显著的正向影响,其中社会自我一致性的影响最大;生态知识和感知效用均在真实自我一致性对消费者-绿色品牌关系真实性的影响中起负向调节作用,且均在社会自我一致性对消费者-绿色品牌关系真实性的影响中起正向调节作用。最后讨论了研究的主要理论贡献及其对企业消费者-绿色品牌关系管理的营销启示。

关键词: 自我一致性, 消费者-绿色品牌关系真实性, 生态知识, 感知效用