Dynamic modeling and computational experiment of consumers' green purchase behavior

In order to simulate consumers' green purchase behavior under dynamic environment, a computation experimental model is constructed based on realistic scenarios. The model takes a kind of environmental friendly product as an example, based on its real market situation and questionnaires from customers, abstracted properties and behavior rules of consumers' green purchase behavior, to construct interactive heterogeneous artificial consumers and their behavior models using computational experimental method, and simulated the real behavior of consumers' green purchase. As the results shown, government subsidies reduced the negative effects of price to green purchase behavior by decreasing the price gap between green products and traditional products. Meanwhile, it maintains a long-term effect thanking to the influence to purchase habits and information spreading of green products. The experiments verified the correctness of the proposed model. Copyright © 2015 American Scientific Publishers All rights reserved.