自我、绿色消费情境与消费者-绿色品牌关系建立

构建以消费者自我、绿色消费情境为前因变量及绿色品牌依恋为结果变量的消费者-绿色品牌关系研究体系，利用探索性因子分析和验证性因子分析分别确定了消费者自我、绿色消费情境和绿色品牌依恋的测量量表。在传统相关性分析的基础上采用模糊集定性比较分析方法研究了导致绿色品牌依恋的消费者自我与绿色消费情境变量组合，发现消费者自我中的社会自我与理想自我是影响消费者-绿色品牌关系建立的必要条件，且消费者自我与绿色消费情境变量组合对消费者-绿色品牌关系建立的影响具有捆绑效应和互补效应。研究结论为我国绿色品牌关系管理提供了更为多样化和差异化的选择，丰富了绿色品牌关系管理理论体系。

Self,Green Consumption Situation and Relationship Building between Consumers and Green Brands

The research system of the relationship between consumers and green brands is built based on the consumer self, green consumption situation and green brand attachment. The measurement scales of consumer self, green consumption situation and green brand attachment are confirmed by the exploratory factor analysis and confirmatory factor analysis. The variable combinations of consumer self and green consumption situation which led to green brand attachment are explored by the fuzzy-set qualitative comparative analysis based on the correlation analysis. The social self and ideal self of consumer self is found to be the essential requirement for the relationship building between consumers and green brands. And variable combinations of consumer self and green consumption situation have lock-in effects and complementary effects on the relationship building between consumers and green brands. The research results will offer different options to and enrich the theoretical system of green brand management.