Green purchase is drive by both internal psychological factors related to the environment and external situational factors relevant to social interaction.Based on the perspective of social interaction,this study focuses on the injunctive norms,and constructs the social mechanism of green purchase.Based on results of two groups of experimental studies,it is found that:(1) Compared with general environmental protection information,injunctive norm information better enhances consumers’ willingness to purchase green products; (2) social value mediated the relationship between the two; (3) social distance moderates the influence of injunctive norm information on social value perception and the mediating role of social value; (4) in the context of far social distance, consumers perceive more social value,but the mediating role of social value is weaker than that of the close social distance situation.Accordingly,this paper proposes that the government create a strong interactive atmosphere of green consumption,and puts forward specific marketing measures for enterprises.