需求偏好演化下企业环境创新行为路径与绩效

Trajectory of environmental innovation behavior and performance in terms of preference evolution

消费者对环境创新产品的偏好是企业环境创新的重要动力,而消费者偏好受群体内其他成员偏好影响和外界刺激发生"渐变"和"突变".基于计算实验方法构建模型,模拟不同偏好突变情境下消费者偏好演化过程和企业环境创新过程,揭示企业环境创新行为的微观动因,并分析不同情境下环境创新策略的环境绩效和经济绩效.实验结果显示,个体环境偏好突变在不同群体环境偏好演化中扮演"桥梁"角色,并对推动社会整体环境偏好改变发挥重要作用;而当社会整体环境偏好水平较低时,为保护企业环境创新积极性,政府应通过激励或补贴等手段降低企业环境创新风险.并与环保组织、媒体等共同努力,加大教育和宣传力度,推动消费者环境偏好的"突变".

Enterprises are driven to carry out environmental innovation thanksing to consumers＇ pref- erences for environmental products. Meanwhile, affected by other members and external stimulation, consumers＇ preferences are experiencing complicated dynamic evolution process called ＂transition＂ and ＂nmtation＂. We constructed a model based on computational experimental method to simulate the evolu- tion process of consmners＇ preferences and the environmental innovation process of enterprises in different scenarios, to reveal the micro cause of environmental innovation behavior, and analyze the environmental performance and financial performance of each environmental innovation strategy in difference scenarios. The results show that the mutations of individual environmental preference act as a ＂bridge＂ among the environinental preference evolution of different groups, and they play an important role in promoting the whole enviromnent preference change. On the other hand, when the level of the whole environment preference is low, in order to protect the innovation initiative of enterprises, government should reduce enterprises＇ innovation risk by incentives or subsidies. Meanwhile, with the help of environmental protec- tion organizations and media, actively promote the ＂mutation＂ of consumers＇ environmental preferences by strengthen education and publicity.