中文摘要：

随着环境问题恶化,越来越多企业开始实施绿色创新战略,即在传统产品基础上制造出环境友好程度更高的新产品。创新型绿色产品虽然环保价值较高,但由于属于新款产品其流行度也一般较低,所以表现为高环保-低流行的特点。根据解释水平理论,我们认为,在远期购买情境下消费者更关注目标价值（产品环保度）,属于道德驱动;而在近期购买情境下更关注目标可行性（产品流行度）,更容易受到他人影响,属于人际驱动。所以,人们更倾向于在将来而不是在现在购买,从而导致绿色创新消费的不作为惰性。在回顾已有文献的基础上,我们将围绕时间参照对绿色创新消费不作为惰性影响的表现形式、过程与机制展开,以期为市场干预提供启发。

英文摘要：

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 construa l 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.