绿色性作为绿色产品区别于传统产品的独特属性，如何影响消费者对绿色产品的口碑推荐意愿尚不明确。与立足于企业行为、消费者对企业的道德认知、品牌真实性和消费者特质等外部线索的既有研究不同，本研究以自我提升和自我保护理论为基础，运用情景实验法探讨了绿色产品内在属性影响消费者口碑推荐意愿的形成机制和边界条件：（1）绿色性与消费者口碑推荐意愿存在显著正向关系；（2）绿色性通过提高消费者道德自我形象，增强其自我提升动机，削弱其自我保护动机，进而促进消费者产生口碑推荐意愿;（3）消费者的自我建构类型在道德自我形象对自我提升动机和自我保护动机的影响中扮演着显著的调节角色。与独立型自我建构者相比，依存型自我建构组中自我提升动机的中介效应更强，自我保护动机的中介效应并不显著。此外，独立型自我建构者会产生更高的口碑推荐意愿。本研究结论不仅丰富和完善了自我提升和自我保护理论，拓展了口碑推荐、自我建构的相关研究，还揭示了消费者对于绿色产品的心理感知规律，有助于企业更有效地开展绿色产品的口碑营销。

As a unique attribute of green products different from traditional products, how greenness affects consumers’ willingness to recommend green products is not clear. lt is different from the existing research based on external cues such as business behavior, consumers’ moral cognition of merchants, brand authenticity and consumer characteristics, this study takes self-enhancement/self-protection as the theoretical basis, and uses scenario experiment method to explore the formation mechanism and boundary conditions of the intrinsic attributes of green products affecting consumers’ word-of-mouth recommendation intention. The findings indicate that: (1) there is a significant positive relationship between greennes and consumers' word-of-mouth intention; (2) this effects of greenness are achieved through the mediating role of moral self-image, self-enhancement motivation and self-protection motivation, and self-enhancement motivation and self-protection motivation play the opposite role; (3) consumers’ self-construal type plays a significant moderating role in the influence of moral self-image on self-enhancement motivation and self-protection motivation. Compared with independent self-constructors, the mediating effect of self-enhancement motivation in dependent self-constructors is stronger, and the mediating elfect of self-protection motivation is not significant. In addition, independent self-construal will also leads to a higher wilingness to recommend word-of-mouth recommendation intention. The conclusions of this study not only enrich and improve the relevant research on self-enhancement and self-protection theory, word-of-mouth recommendation and self-construal, but also reveal the psychological perception of consumers for green products, which is helpful for enterprises to cary out word-of-mouth marketing of green products more effectively.