Abstract:

Green consumption is full of conflict decision. Compared with the traditional based products, innovative green products have high environment-friendly characteristics, but also have high technology content and new function, so innovative green products are consistent with consumption and have low market share. The characteristics of innovative products are high environmental but low sales. This study attempted to discuss that consumers how to weigh attributes of green product between the sales and the popular according to the reference time, so as to reveal the green consumption is driven by morality or interpersonal influence. Study 1 found that consumers would weigh the importance between environmental protection of the products and product sales according to the changes of temporal distance, which led to the worse evaluation in near purchase situation than that in long purchase. Study 2 used ERP technology to explore the time course of the effect of construal level, covering three series stages of awareness, recognition, judgment and decision making.

Key words: Green consumption, Construal level, Temporal distance, ERP technology