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.