消费者异质需求下企业环境创新行为演化模拟与分析

doi:10.16381/j.cnki.issn1003-207x.2018.06.013

摘要/Abstract

摘要： 企业环境创新对于从根本上解决环境问题，实现可持续发展具有重要意义。随着环境问题的日益严峻，消费者对产品环境属性的异质偏好有可能成为企业环境创新的重要驱动力。本文基于消费者异质需求视角，运用计算实验方法，构建具有不同创新态度、创新偏好和可支配资金的异质企业主体，以及对产品价格、质量、环境属性具有不同偏好的异质消费者主体，模拟消费者产品选择及企业环境创新过程，并通过个体消费者异质需求的变化反映市场需求的动态演化及其对企业环境创新行为的影响，探索绿色需求对企业环境创新行为影响的内在机理及演化规律。实验结果表明，消费者对产品属性的异质偏好影响企业环境创新绩效；虽然短期内环境创新行为不利于企业提高经济绩效，但当绿色需求水平较高时，环境创新引起市场结构变化，环境创新企业通过先动优势实现环境绩效与经济绩效的"双赢"；由于企业环境创新风险与绿色需求水平显著相关，为推动企业环境创新，政府在采取必要的激励或补贴政策的同时，更应引导消费者重视产品环境属性，以推动企业持续的环境创新行为。以上研究对于揭示异质需求下企业环境创新行为的自组织演化规律具有重要的理论意义，可为政府系列政策措施的出台提供科学依据。

关键词: 企业环境行为, 绿色需求, 计算实验, 环境创新

Abstract: Enterprise environmental innovation is of great significance to fundamentally solve environmental problems and achieve sustainable development. With the increasingly serious environmental problems, consumers' preferences for product's environmental attributes may become an important driving force for enterprise environmental innovation. From the perspective of heterogeneous consumer demands, based on computational experimental method, multiple enterprise agents having different innovation attitudes, innovation preferences and disposable funds, along with multiple consumer agents having different preference on the price, quality and environmental performance of products are constructed. It simulates the product selection process for consumers and product innovation process for enterprises, reflecting the dynamic evolution of market demand and its influence on enterprise environmental innovation behavior by changing individual consumers' heterogeneous demands. Then the internal mechanism between green demand and environmental behavior of enterprises and the evolutionary rules is analyzed. The experimental results show that consumers' heterogeneous preferences for product attributes have a significant influence on enterprise environmental innovation performance. Although enterprise environmental innovation behavior is not conducive to the improvement of economic performance, under the scenario of high green demand, it can cause the change of the market structure and eventually achieve both environmental and economic performance by the advantage of early action in long term. Since enterprise environmental innovation risk has great relationship with consumers' green demands, in order to promote enterprise environmental innovation, government should not only take necessary incentive or subsidy policy, but also guide consumers to pay more attention on the environmental attributes of products. It is important to fundamentally promote enterprise's sustainable environmental innovation behavior. This study has important theoretical significance for revealing the self-organization evolution rule of enterprise environmental innovation behavior under heterogeneous demand. It also can provide a scientific basis for the decision making of a series of government policies and measures.

Key words: enterprise environmental behavior, green demand, computational experiment, environmental innovation

中图分类号:

F224.9

赵爱武, 杜建国, 关洪军. 消费者异质需求下企业环境创新行为演化模拟与分析[J]. 中国管理科学, 2018, 26(6): 124-132.

ZHAO Ai-wu, DU Jian-guo, GUAN Hong-jun. Evolution of Enterprise Environmental Innovation Behavior under Heterogeneity Demand of Consumer[J]. Chinese Journal of Management Science, 2018, 26(6): 124-132.

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