Abstract: Green-oriented trajectory-transformed hi-technological(GTTT) innovation, which is characterized by the triple trajectory-transforms of technology, market and product utility, is the common strategic path that leads to the national green development, the industrial restructuring and upgrading, and the disruption of market competition. For solving the strategic difficulties and theoretical dilemma of the market launch of GTTT product, by means of aiming at the special complexity of management situation of the market launch of GTTT product, as well as taking automobile industry as a case and the research path of integrating multiple consumer behavior theories and the multiple empirical comparative studies being different from the research paradigm of available literature, this paper studies the impacts of eight possible variables, namely attitude towards products, attitude towards environmental responsibility, subjective norms, group consensus, face consciousness, perceived behavioral control, self-consciousness and fashion awareness which are all obtained through theoretical analysis and literature review, on the consumer's purchase intention at the stage of market launch of GTTT product, as well as the differences of the impacts on trajectory-untransformed technological (TUT) products. The study finds that all of attitude towards products, attitude towards environmental responsibility, perceived behavioral control, self-consciousness and fashion awareness have a significant positive impact on the consumer's purchase intention of GTTT products at the stage of market launch, subjective norms found by the scholars in western countries, as well as group consensus and face consciousness being used to substitute subjective norms by Chinese scholars have no significant effect. While for the consumer's purchase intention of TUT products, all of attitude towards products, subjective norms, face consciousness, group consensus have a significant positive impact, but all of attitude towards environmental responsibility, perceived behavioral control, self-consciousness and fashion awareness have negative or no significant effect. This paper further tests and analyzes the suitability of the four consumer's purchase intention models, namely the theory of reasoned action, the theory of planned behavior, the Chinese consumer's purchase intention model developed by Chinese scholars, and the model developed by this paper, for both GTTT products and TUT products, and both launch stage and mass stage of market development, and finds the innovative type and the market stage of new products which is most suited by one of the four consumer's purchase intention models, respectively. Through above studies, this paper successfully builds the consumer's purchase intention model that reflects and suits the special complex management situation of GTTT product at the stage of market launch, reveals the differences in the factors influencing the consumer's purchase intentions between GTTT product and TUT product, as well as between the launch stage and the mass stage of GTTT product, and produces the theoretical tool adapted to the relevant research and marketing decision. The above findings have both theoretical and practical significance.

Key words: green technological innovation, disruptive innovation, market strategy, consumer's purchase intention, theory of planned behavior