Abstract:

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