摘要：基于能动一公共导向理论，阐明并验证了不同类型的权力感知对绿色消费意愿的影响机制。三项实验结果表明：权力感显著影响绿色消费意愿，相较于高权力感者，低权力感个体绿色消费意愿更高；其心理机制在于，低（vs. 高）权力感者具有公共导向，关注外部环境，表现出较强的共情水平，关注行为带来的社会效益，故更偏好绿色消费；自我建构则在权力感对绿色消费意愿影响中发挥调节效应。这不仅补充了权力感影响绿色消意愿的边界条件的相关知识，还基于权力解读视角解释了权力感对绿色消费意愿影响效应的研究分歧现象，能够为企业绿色产品营销实践提供有益洞见。

Abstract: Based on the theory of the Agentic-Communal Model of Power, this paper theoretically elucidated and verified the impact mechanism of different types of sense of power on green consumption intention. The results of three experiments indicate that a sense of power significantly affects green consumption intention, and compared to individuals with a high sense of power, individuals with a low sense of power have a higher intention of green consumption. The psychological mechanism lies in that individuals with low (vs. high) sense of power have a sense of public orientation, concern the external environment, have a strong level of empathy, and pay close attention to the social benefits brought by their behaviors, so they prefer green consumption. Self-construction plays a moderating role in the impact of sense of power on green consumption intention. The research not only supplements the knowledge on the boundary conditions of the impact of sense of power on green consumption intention, but also explains the research divergence of the impact of sense of power on green consumption intention from the perspective of power interpretation, which can provide useful insights for green product marketing practices of enterprises.