Abstract: The research system of the relationship between consumers and green brands is built based on the consumer self, green consumption situation and green brand attachment. The measurement scales of consumer self, green consumption situation and green brand attachment are confirmed by the exploratory factor analysis and confirmatory factor analysis. The variable combinations of consumer self and green consumption situation which led to green brand attachment are explored by the fuzzy-set qualitative comparative analysis based on the correlation analysis. The social self and ideal self of consumer self is found to be the essential requirement for the relationship building between consumers and green brands. And variable combinations of consumer self and green consumption situation have lock-in effects and complementary effects on the relationship building between consumers and green brands. The research results will offer different options to and enrich the theoretical system of green brand management.

Key words: self, green consumption situation, relationship between consumers and green brands, fuzzy-set qualitative comparative analysis