绿色消费理念转化为绿色购买行动,消费者需要承担一定的溢价支出。将环保因素引入消费者购买动机函数,考虑消费者的微观异质性、有限理性和环境复杂性,运用计算实验方法,基于情景建模构建消费者绿色购买行为计算实验模型,动态模拟不同情境下消费者参与绿色购买的过程,从宏观方面探索消费者绿色购买行为的演化路径,并从微观方面剖析其影响机理。实验结果显示,虽然价格敏感程度和环保意识水平是消费者绿色购买决策的关键因素,但绿色商品信息占优情境下,"朋友影响"可以显著提高绿色商品市场份额。绿色消费者在自身践行绿色购买的同时,应积极宣传绿色商品信息,这对于促使更多消费者将绿色消费理念转化为绿色购买行动,推动绿色消费市场的健康发展具有重要的现实意义。
Because of the premium of green products, it is more difficult for consumers to purchase green products instead of just holding green thoughts. In order to find out the real evolution trajectory and intrinsic mechanism of green purchase behavior, the effect of environmental awareness is introduced into purchase motivation function. Considering consumers' microscopic heterogeneity, limited rationality and the complexity of environment, the advantage of computational experiment method is taken to model green purchase behavior according to real-life scenario. By dynamic simulation under different scenarios, the evolution trajectory of green purchase behavior is explored from the macro aspect, and the intrinsic mechanism is analyzed from the microscopic aspect. Experimental results show, although the price sensitivity and the awareness of environment are two key factors in consumers' green purchase decision-making, "friend influence" can significantly improve the green market share when green product information is more widespread. Green consumers should actively spread green product information while they practice their own green purchase, which would prompt more consumers to turn the concept of green consumption into green purchasing action, and has important practical significance to promote the healthy development of green market.
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