This research examined that whether consumer mindset is process-focused or outcome-focused would influence their purchase intention of self-development culture products. The study found that compared with process-focused consumer, outcome-focused consumer had higher purchase intention of self-development culture products. Meanwhile, we found that temporal distance moderates the effect. Under distant future condition consumers’ mindsets would influence the purchase intention of self-development culture products, while under proximal future condition consumers’ mindset would not influence their purchase intention. Furthermore, the research explored that consumers’ future time perspective mediates the effect under distance future condition.