时间参照对绿色创新消费“不作为惰性”的影响：来自行为与脑科学的研究

Abstract: Environment is essential for the growth and survival of all living beings. But unfortunately nature is being degraded, humankind's survival is threatened. It is necessary to exert the driving function of market and policy mechanism so as to promote business green innovation. Market direction and policy direction have significant positive effects on business green innovation, with market direction having greater effects than policy direction. Innovative green products are referred to as new products designed to lessen the consumption of natural resources required and minimize the adversely environmental impacts during the whole life-cycles of these products. But the market shares of green innovative products have not increased significantly in accordance with academic pursuit and interest 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, which causes negative impacts on both business green innovation and environments. Although environmental hazards have not threatened us immediately, but when the situation continues to worsen, it will be too late to change our behaviors in the future. In order to solve this dilemma, we need to answer the following questions: firstly, why does the inaction inertia of green innovative consumption appear? What are the individual level psychological and neural mechanisms? Environmental hazards have not threatened us immediately, so we tend to push away environmental problems. According to the construal level theory, we hold that, relative to the future long-term purchase, consumers tend to be more conservative and pay more attention to realistic value in the near future, which lead to the higher perceived risk of green innovative product and delay purchase, thus the effect of time reference about inaction inertia appear. Secondly, how do we can avoid the pollution of social desirability in study? In this regard, we will integrate the latest research means including behavior science and neuroscience technology. Based on the above concept, this project intend to start from the perspective of temporal Reference, use behavior science and neuroscience technology, explored the structure, formation of the inaction inertia, reveal characteristics and rules of Inaction inertia, so as to provide a new perspective and new strategies for market intervention.

面对严重环境问题和严厉环境规制，越来越多企业开始实施绿色创新战略。然而，面对更环保的创新产品，消费者却迟迟没有行动，导致“绿色创新消费的不作为惰性”。它严重影响企业绿色创新和生态环境保护，所以，我们需要认识并破解这一困境：（1）为什么会出现绿色创新消费的不作为惰性？其个体层面的心理机制和神经机制是什么？由于环境危害尚不是立刻威胁到我们，个体倾向于从时间上将环境问题推开，留待将来解决，但当环境继续恶化后再作为则为时已晚。根据解释水平理论，我们认为，相对于未来远期购买情景，近期购买情景下消费者更保守、更关注现实价值，导致对高环保创新产品更强的风险感知和延迟购买，从而出现绿色创新消费的不作为惰性。（2）怎样在研究中规避“社会赞许性污染”？ 对此，我们将融合行为科学与脑科学的最新技术手段予以解决。围绕以上问题，我们将在个体层面上揭示时间参照影响的心理与神经机制，并探讨广告干预策略的行为和眼动效果。

绿色创新消费是绿色消费的子集。它是指相对于同类别的传统产品，消费者对创新型绿色产品的购买意愿。在本研究中，操作化为，相对于低环保-高热销的基础产品，消费者对同一企业生产的高环保-低热销创新产品的购买意愿。其中，产品热销度通过网络购物情境下的“产品月销量”实现，它所产生的人际影响是信息影响而非规范影响。. 本项目通过改变购买的“时间距离”操纵时间参照的变化，揭示了时间参照对绿色创新消费影响的表现、机制及缓冲因素。具体介绍如下：. （1）研究发现，消费者会根据外在时间参照的变化对产品环保度和产品热销度赋予不同权重，这导致消费对高环保-低热销创新产品（vs低环保-高热销基础产品）在近期购买情境下评价更低、购买意愿也更差。这便是绿色创新消费的时间参照效应。. （2）研究发现，消费者伦理价值重要性是时间参照效应发生的心理机制。在近期购买情境下消费者更关心诸如价格、质量等个人价值，但随着时间参照的延伸，产品的环保、慈善等伦理价值重要性则开始提高。. （3）采用ERP技术，时间参照对绿色创新消费影响神机机制包括三个系列阶段：危险警觉阶段-低流行让个体感到潜在风险，冲突产生阶段-高环保让个体产生心理冲突，冲突化解阶段-时间参照成为个体化解冲突的策略。. （4）研究发现，消费者内部“绿色心理系统”对绿色创新消费时间参照效应的缓冲作用。具体介绍如下：首先，环保意识对绿色创新消费时间参照效应的缓冲作用会受到产品环境怀疑的调节。消费者产品环境怀疑较低时，环保意识可以有效缓冲绿色创新消费的时间参照效应，而当消费者产品环境怀疑较高时缓冲作用则不存在。其次，绿色消费观可以调节时间参照与创新产品相对购买意愿的正向关系。而产品价值感知部分中介了绿色消费观的调节作用。. 绿色创新消费不仅是一个市场营销学问题，同时也是一个社会公共问题，通过探讨绿色创新消费的时间参照效应，将有利于我们更好地认识、理解绿色创新消费及其背后的心理机制。