Abstract：Based on the S-O-R model, with the self-consistency as the mediate variable, and the cognitive style as the moderate variable, this paper constructs a theoretical model for the effect of the external cues on consumer green brand purchase intention. The model was supported by analyzing the data collected from 550 consumers. The results are as follows: external cues have a positive effect on the self-consistency, and creative cognitive style positively moderates the relationship of them; self-consistency which has a positive effect on the consumer's purchase intention for green brands plays a mediating role between external cues and purchase intention; creative cognitive style negatively moderates the mediating role of ideal self-consistency between external cues and the consumer's purchase intention for green brands.
张启尧 孙习祥 才凌惠. 外部线索对消费者绿色品牌购买意愿影响研究：认知风格的调节作用[J]. 商业经济与管理, 2016, (11): 46-59.
ZHANG Qiyao SUN Xixiang CAI Linghui. The Effect of External Cues on the Consumer's Purchase Intention for Green Brands:The Moderating Role of Cognitive Style. Journal of Business Economics, 2016, (11): 46-59.
2016, Vol. 
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