摘要：In order to clarify the relationship between self-improvement values and green brand identity, we take the consumers’ self-improvement values as the antecedent variable, consider the self-monitoring as the moderating variable, regard consumers’ environmental self-accountability as the intermediary variable, and conduct an empirical analysis of the impact of consumers’ self-improvement values on green brand identity. The research found that:1) Self-improvement values positively affect consumers’ recognition of green brands;2) Self-improvement values positively affect consumers’ environmental self-accountability;3) Environmental self-accountability positively mediates the relationship between self-improvement values and green brand identity;4) Self-monitoring positively regulates the impact of consumer values on consumers’ environmental self-accountability and the mediating role of environmental self-accountability.
