Abstract: Environmental degradation and the enormous impact of consumption on the environment make customers’ green consumption significant and important for the future. Companies want to be able to understand the characteristics and mechanisms of green consumption, which can boost green demand. While green marketing research mainly focuses on companies, the research on customers is limited. Little green consumption research pays attention to the customers’ dilemma between short-term individual interests and long-term social interests during the consumption of green products, so does the research on the mechanisms of green consumption. This study attempts to focus on the dilemma, applying theories of self-control, altruistic behavior and self-construction, as well as using experimental methods to investigate how the three factors (individual, cultural and situational) influence "concerns about the long-term interests" and "concerns about the social interests", thus affecting green consumption from customers' perspective. The study is also on the boundary conditions of and conflict between these two mechanisms and the reconciliation of self-construction to the dilemma.

Key words: customers, green consumption, self control, altruistic behavior, self construction