为提高建筑废弃物再生产品市场接受度，探讨了敬畏情绪如何影响消费者对建筑废弃物再生产品的购买意愿。采用情绪评估量表、购买意愿评分以及功能性近红外光谱技术（functional near - infrared spectroscopy, fNIRS），结合虚拟购买实验范式考察自然视频诱发敬畏情绪对被试建筑废弃物再生产品的购买意愿。分别测量了自然视频刺激诱发的情绪类型、建筑废物再生产品购买意愿以及观看自然视频时大脑特定区域的活动变化。量表结果显示自然视频诱发了显著的敬畏情绪，fNIRS结果显示，自然视频刺激导致与自我加工相关的大脑默认网络区域（default mode network, DMN）出现“去激活”现象，表明自我意识的抑制与敬畏情绪体验相关，评分结果显示敬畏情绪显著提升了被试对建筑废弃物再生生活用品的购买意愿，而对再生建材的购买意愿影响不显著。因此，在建筑废弃物再生生活用品营销策略中，通过自然视频的方式诱发敬畏情绪可提升建筑废弃物再生生活用品购买意愿，进而提高建筑废弃物再生生活用品市场接受度。

To enhance market acceptance of construction waste recycling products, the impact of awe on consumers' purchasing willingness investigated was investigated. Using an emotion assessment scale, purchase intention scores, and fNIRS, along with a virtual purchase experimental setup, the effects of awe induced by nature videos on subjects' willingness to purchase construction waste recycling products were examined. Measurements were conducted to separately assess the emotions induced by nature videos, the willingness to purchase construction waste recycling products, and the changes in brain activity during the viewing of nature videos. The results from the emotion assessment scale revealed that nature videos significantly induced awe emotions. The fNIRS data demonstrated deactivation in the brain's default mode network (DMN), associated with self-processing. This suggests that the experience of awe may be linked to reduced self-consciousness. The scoring data indicated that the awe experienced significantly enhanced the subjects' willingness to purchase construction waste recycling household products, however, the subjects' willingness to purchase construction waste recycling materials were not being significantly influenced by awe. Therefore, in construction waste recycling household product marketing, leveraging awe through natural videos can increase the willingness to purchase construction waste recycling household products, subsequently improving its market acceptance.