In order to analyze the applicable consumer groups and marketing methods of green products, based on the theory of self-construction, green hotel advertisements are selected as the material stimulus, to study the interactive effect and influence mechanism of advertising appeals (self-benefit vs. other-benefit) and self-construction (independence vs. interdependence) on consumers’purchase intentions.The results shows that the advertising appeals of green product and self-construction have an interactive effect on consumers’ advertising attitudes and purchase intentions. Specifically, consumers with independent (vs. interdependent) self-construction have higher evaluation of advertising attitudes and purchase intentions on self-benefit (vs. other-benefit) advertising appeals; consumers with dependent (vs. independent) self-construction have higher advertising attitudes and purchase intentions towards altruistic (vs. self-interest) green product advertising;the interaction of green product advertising and self-constructionon consumers’ advertising attitudes and purchase intentionsis achieved through the intermediary of perceived effectiveness.When the advertising appeals of green products match the self-construction appropriately, if consumers have a stronger perception of perceived effectiveness of green products, a higher degree of advertising attitudes and purchase intentions will be motivated. Therefore, companies should use different advertising methods to match consumers’ self-construction, and focus on publicity on the perceived effectiveness of green products, to enhance consumers’ advertising attitudes and purchase intentions.