ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2017, Vol. 25 ›› Issue (1): 1-11.doi: 10.3724/SP.J.1042.2017.00001

• Conceptual Framework •     Next Articles

The influence of temporal reference on inaction inertia of green innovative consumption

WANG Caiyu1; LEI Li2; WU Bo3   

  1. (1 Department of Psychology, Xinyang Normal University, Xinyang 464000, China) (2 Department of Psychology, Renmin University of China, Beijing 100872, China) (3.Business School, Tianjin University of Finance & Economics, Tianjin 300222, China)
  • Received:2015-11-26 Online:2017-01-15 Published:2017-01-15
  • Contact: LEI Li, E-mail: WANG Caiyu, E-mail:


In the face of serious environmental problems and strict environmental regulations, more and more enterprises begin to implement green innovation strategy. But the market shares of green innovative products have not increased significantly over the past decade. Hence, it becomes the responsibility to explore the psychological barriers to buy green innovative products. Inaction inertia means that consumers have positive attitude but have no action. Why does this happen? According to the construal level theory, we hold that, relative to the future long-term purchase, consumers tended to be more conservative and pay more attention to realistic value in the near future, which lead to higher perceived risk of green innovative product and delay purchase. Based on the above concept, this project intended to start from the perspective of temporal reference, revealed the forms, process and mechanism of inaction inertia, so as to provided new strategies for market intervention.

Key words: construal level theory, time distance, green innovative consumption, inaction inertia