基于计算实验的有限理性消费者绿色购买行为被引量：26

Green purchase behavior of bounded rational consumers based on computational experiments

导出

摘要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.

作者赵爱武杜建国关洪军

机构地区江苏大学管理学院山东财经大学管理科学与工程学院中央财经大学信息学院

出处《系统工程理论与实践》 EI CSSCI CSCD 北大核心 2015年第1期95-102,共8页 Systems Engineering-Theory & Practice

基金国家自然科学基金(71171099) 教育部人文社科规划基金(14YJAZH025) 中国博士后科学基金(2014M551525) 山东省自然科学基金(ZR2013GM003)

关键词绿色购买行为有限理性计算实验代理模拟 green purchase behavior bounded rationality computational experiment agent simulation

分类号 F224 [经济管理—国民经济] F274 [经济管理—企业管理]

引文网络
相关文献

参考文献19

1Kilbourne W E, Beckmann S C. Review and critical assessment of research on marketing and the environment[J]. Journal of Marketing Management, 1998, 14(6): 513 532.
2Cowe R, Williams S. Who are the ethical consumers[M]. London: The Cooperative Bank, 2000.
3Meagan W, Anne S, Magda N. The effect of "green" messages on brand purchase and brand rejection[J]. Aus- tralasian Marketing Journal, 2013, 21:105 110.
4Mainieri T, BarnettE G, Valdero T R, et al. Green buying: The influence of environmental concern on consumer behavior[J]. Journal of Social Psychology, 1997, 137(2): 189-204.
5Shrum L M, Mccarty J A, Lowrey T M. Buyer characteristics of the green consumer and their implications for advert[J]. Journal of Advertising, 1995, 24(2): 71-82.
6孙剑,李崇光,黄宗煌.绿色食品信息、价值属性对绿色购买行为影响实证研究[J].管理学报,2010,7(1):57-63. 被引量：35
7Samantha S, Angela P. Eating clean and green? Investigating consumer motivations towards the purchase of organic food[J]. Australasian Marketing Journal, 2010, 18: 93-104.
8Ramayah T, Lee J, Mohamad O, et al. Green product purchase intention: country[J]. Resources, Conservation and Recycling, 2010, 54:1419 1427.
9Engel J F, Blackwell R D, Miniard P W. Consumer behavior[M]. Philadephia: The Dryden Press, 1995.
10Ariel R. Modeling bounded rationality[M]. Boston: The MIT Press, 1997.