基于计算实验的有限理性消费者绿色购买行为

Green purchase behavior of bounded rational consumers based on computational experiments

有限理性消费者在绿色购买行为中存在明显的态度-行为缺口.以某绿色非食品类环保友好商品为例,对消费者绿色购买相关属性及行为规则概括抽象,运用计算实验手段构建具有交互功能的异质消费者人工主体,模拟现实消费者的绿色购买行为,通过对微观个体行为及宏观"涌现"现象的分析,探索消费者绿色购买行为的演化规律.实验结果显示,绿色购买先行者的积极宣传对提高绿色商品市场份额具有重要作用;绿色商品政府补贴短期内可以显著提高绿色商品的市场份额,但长期效果依赖于消费者主体的信息传播方式;绿色消费积分制度可以使绿色商品长期保持较高的市场占有率.

The gap between attitude and behavior is obvious in the green purchase behavior of rational consumers. Took a non-food environmental friendly product as an example, based on the abstracted properties and behavior rules of consumers＇ green purchase behavior, to construct interactive heterogeneous artificial consumers using computational experiments, and simulate the real behavior of consumers＇ green purchase. By the analysis of macroscopic individual and the ＂ ,, emergence phenomenon, to explore the evolution rules for consumers＇ green purchase. The results showed, green purchase forerunners played an important role in improving green market share by doing positive propaganda works. Government subsidies for green products can significantly improve the green products market share in a short term, but the long-term effect was dependent on the dissemination of information. Green consumption integral system can maintain a high and lone-term market share for green products.