Abstract: It has become an important prerequisite for enterprise to gain green market share and win sustainable competitive advantage by implementing environmentally-friendly development strategies at the brand level, especially through green image positioning strategy to convey brand’s unique environmental value and green proposition to consumers. However, existing researches lack discussions on consumers’ psychological decision-making mechanism under brand green image positioning strategies. This study discusses the mechanism of how brand green image positioning influences consumer brand attitudes through two experiments. Experiment results show that green functional attribute positioning is more likely to stimulate consumer’s brand competence perception, while green emotional value positioning is more likely to stimulate consumer’ s brand warmth perception. Competence perception and warmth perception play a dual mediating role in the influence of brand green image positioning on green brand attachment and brand attitude, and the dual mediating effect is further moderated by consumer’s brand self-congruity.

Key words: brand green image positioning, competence perception, warmth perception, green brand attachment