Choose Adaptation Or Mitigation? The Effect Of Individuals’ View Of Time On Environmental Attitudes And The Green Products Consumption Intension

As a popular concern,Global warming more frequently comes into our daily life.Most studies about the attitude of global warming have not explored in depth from a personal perspective,especially from the perspective of time to study the attitudes of adaptation and mitigation.The environment is an inseparable variable to time,and environmental problems often have the relationship with time distance,which also make individuals’ view of time produce different preferences of the environment attitude when looking at the same environmental issues.That is to say,there is a Correlation between individuals’ view of time and environmental attitudes.When the green products contain the environmental attitudes,individuals with different view of time will have a different consumption intentions.Consumers may have higher consumption intentions about green products in the matching relationship,and which is reversed in a mismatched relationship.Therefore,this paper will not only explore the relationship between individuals’ view of time and environmental attitudes about global warming,but also study the green products containing the environmental attitudes,which may affect the consumers’ intentions.With three experiments,this paper aimed to examine the relationship between people’s view of time and environmental attitudes when faced with global warming.Experiment 1 examined the impact of people with a linear view of time and circular view of time on adaptation and mitigation under global warming.Specifically,when faced with global warming,people with a linear view of time have the tendency to adapt global warming,and people with a circular view of time have the tendency to mitigate global warming.In experiment 2,we explored the mediation mechanism caus-ing this difference.We proposed that it is the persistent perception of environmental risk mediated the influence of individuals’ view of time on adaptation and mitigation.Experiment 3 placed the in-dividual’s view of time and the attitude of the environment into the marketing scene,and explored how the matching relationship between the consumer’s view of time and the environmental attitude of the product affects their consumption intentions.The study found that consumers’ willingness to buy would be higher when the consumer’s view of time matched with the attributes of the product’s environmental attitudes(compared to mismatched relationship).That is,people with a linear view of time have a higher consumption intention for green products which can help them adapt to global warming,compared with people with a circular view of time.Compared with people with a linear view of time,people with a circular view of time have a higher tendency to purchase the green products reducing warm gas.Finally,this paper discussed the results for management’s implica-tions,and pointed out the limitations of this study,putting forward to the future direction of research.