摘要：敬畏是一种常见且能够改变个体认知的混合情绪，对消费行为的影响不可忽视。在绿色消费领域，基于绿色产品利己或利他价值的视角，现有研究尚未明确不同类型自然敬畏情绪如何影响消费者对不同绿色产品的偏好。本研究基于积极情绪拓展建构理论和保护动机理论，探讨不同类型自然敬畏情绪对绿色产品偏好差异的影响、机制及边界。通过三个情景实验和一个现场实验发现：相对于中性条件，积极自然敬畏促使消费者偏好利他型绿色产品，环境融入自我起到中介作用；相对于中性条件，消极自然敬畏促使消费者偏好利己型绿色产品，环境风险感知起到中介作用。同时，自我建构对此效应可产生调节作用。本研究拓展和补充了敬畏情绪以及绿色消费行为的理论研究，也对企业更好地进行绿色产品推广、消费者情绪调动，进而促进绿色消费行为具有现实指导意义。

Abstract: Awe is a common and mixed emotion capable of altering individual perceptions, and its influence on consumer behavior cannot be ignored. But in the field of green consumption, based on the perspective of self-interested or altruistic value of green products, existing studies have not yet clarified how different types of awe of nature affect consumers' preferences for different green products. This study explores the effects, mechanisms, and boundaries of different types of awe of nature on differences in consumer preferences for green products based on the broaden-and-build theory of positive emotions and protection motivation theory. Evidence from three situational studies and one field experiment demonstrates that, positive awe of nature(vs. neutral condition) promotes consumer preference for altruistic green products with the mechanism of inclusion of the environment in the self, while negative awe of nature(vs. neutral condition) promotes consumer preference for egoistic green products with the mechanism of environmental risk perception. Moreover, this study demonstrates that self-construal moderates the effect. This study expands and complements the theoretical research on awe and green consumption behaviour, and also provides practical guidance for enterprises to better promote green products, mobilise consumers' emotions, and thus enhance green consumption behaviour.