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.