政府补贴下消费者绿色购买行为演化模拟

he 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. The results showed, 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 long-term market share for green products.