绿色消费与技术创新是实现绿色发展的重要议题,其内在关联和演化机理却鲜有研究。引入演化博弈理论,构建消费者与企业之间交互过程演化模型,进行五种情形下ESS演化趋势的数值仿真模拟。结果表明,受有限理性、路径依赖等因素的影响,绿色消费和绿色技术创新难以自发实现良性互动而达到理想的均衡状态,博弈群体理性的塑造和完善是实现绿色发展的必然选择。研究旨在为推动二者有机耦合、协同发展提供一种新的理论视角和思维范式。

Green consumption and technological innovation is the important issue to realize green development, the inner relation and evolution mechanism are rarely studied. The evolutionary game theory is introduced to build process evolution model of interaction between consumers and businesses, ESS evolution trends of five kinds of circumstances are numerically simulated. Results show that affected by factors such as bounded rationality, path dependence and so on, green consumption and green technology innovation is difficult to spontaneously achieve positive interaction and achieve ideal state of equilibrium, and reshaping and perfecting game group rationality is the inevitable choice to realize green development. The purpose of this paper is to provide a new theoretical perspective and thinking pattern for the integrative development between Green consumption and technological innovation.

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陕西省社科界2014年重大理论与现实问题研究项目“丝绸之路经济带视阈下陕西科技与文化融合发展范式创新研究”（2014Z022）