守护者还是领导者：绿色品牌不同英雄形象影响消费者品牌拥护的双重路径模型

A Guardian or a Leader: A Dual-path Model for Different Hero Images of Green Brands Affecting Consumer Brand Advocacy

赵成祥，郭锐

2026 第 48 卷第 09 期页码 94-115

DOI: 10.16538/j.cnki.fem.20260630.301

摘要

塑造英雄形象是绿色品牌承担环保责任、获取外界认可的重要方式，守护者和领导者两类英雄形象中哪一种更能唤起消费者对绿色品牌的拥护？消费者对于不同绿色品牌英雄形象的感知又有何差异？对此，本研究通过四项情境实验和两项自然场景准实验探讨了守护者和领导者绿色品牌英雄形象影响消费者绿色品牌拥护的双重机制和作用边界。研究发现，品牌钦佩感和道德需要满足感在绿色品牌英雄形象影响绿色品牌拥护的过程中发挥中介作用。与领导者英雄形象相比，绿色品牌的守护者英雄形象会提高消费者的品牌钦佩感；而与守护者英雄形象相比，绿色品牌的领导者英雄形象会提高消费者的道德需要满足感。此外，研究进一步探究了消费者可用资源感知和绿色品牌典型性的调节作用。研究丰富了品牌英雄形象的理论发现，为绿色品牌的英雄形象塑造提供了重要实践启示。

Crafting a hero image is a critical strategy for green brands to fulfill environmental responsibilities and gain external recognition. How can the two types of heroic figures—a guardian and a leader—better inspire consumers’ advocacy for green brands? And what are the differences in consumers’ perceptions of these two distinct heroic figures? Through 4 scenario-based experiments and 2 natural scene quasi-experiments, this paper explores the dual mechanisms and boundary conditions of the impact of the Guardian Hero Image (GHI) and the Leader Hero Image (LHI) on green brand advocacy. The results show that brand admiration and moral need satisfaction serve as dual mediators between green brand hero images and green brand advocacy. Compared to LHI, GHI significantly enhances consumers’ brand admiration; conversely, LHI better satisfies consumers’ moral needs compared to GHI. Additionally, this paper further investigates the moderating effects of consumers’ perceived resource availability and green brand typicality. The study advances the theoretical understanding of brand hero images and provides managerial implications for the strategic design of hero images in green branding.

关键词： 绿色品牌英雄形象,品牌钦佩感,道德需要满足感,可用资源感知,绿色品牌典型性

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