政府调控下绿色消费与绿色供应链实施的演化博弈分析

Evolutionary Game Analysis of Green Consumption and Green Supply Chain Implementation under Government Regulation

绿色消费是绿色供应链实施的引擎,而供应链企业是绿色供应链的实施主体,应用演化博弈理论构建在政府调控下双方绿色行为选择过程的演化博弈模型,通过分析得到不同情形下双方的演化稳定策略。研究结果表明,在绿色供应链产品溢价低于其效用时,消费者基于环保责任与政府的补贴激励会促进绿色消费,结合政府有效的激励与惩罚机制传导至供应链企业,在其能够获得超额收益时主动实施绿色供应链,从而实现绿色供应链供给与需求市场稳定均衡发展。

Consumers’green consumption is the engine of green supply chain implementation,and supply chain enterprises are the implementor of green supply chain.This paper constructs the evolutionary game model of green behavior selection process of both parties with the evolutionary game theory under government regulation and analyzes the evolutionary stability strategies of behavioral decision making of both parties in different cases.The research results show that when the green supply chain product premium is lower than its utility,consumers’environmental responsibility and government’s subsidy incentives will promote green consumption and integrate the government’s effective incentive and punishment mechanism to the supply chain enterprises which implement green supply chain actively once it can earn extra benefits so as to achieve the balanced development of green supply chain between supply and demand market.