Abstract: Consumers' green consumption behaviors are not solely motivated by environmental concerns, but also serve as a functional orientation for constructing their self-identity. From the perspective of self-construal theory, we have identified a dual mechanism of individual self-construction through green consumption: it serves as a moral compensation to eliminate moral disorder and reshape individuals' internal moral identity; it also functions as a signaling system for social status, power, reputation, and wealth, highlighting individuals' external social identity. The dual self-construction mechanism of green consumption exhibits differential characteristics, influencing factors, and boundary conditions. Future research can delve deeper into this topic by introducing social structural and cultural variables, exploring the spillover effects of the self-construction mechanism, and clarifying the mechanisms of assimilating and differentiating in green consumption.

Key words: Green consumption, Self-construal, Moral compensation, Symbolic signal