The group decision-making evolution of green consumption behavior under overreaction: Based on multi-agent simulation analysis

Abstract

Promoting green consumption behavior is an effective means to promote sustainable development. Previous studies have not considered the irrational decisions of residents under the influence of complex internal and external information, so this study introduces overreaction theory into a multi-agent simulation model. The results show that (1) Greater economic profit and government incentive can encourage green consumption behavior decision and are conducive to the stability of group decision state. (2) When the difference between the consumption cost of green and general consumption is too large, the group with low initial adoption rate will evolve to another decision state. And environmental loss has little effect on green consumption behavior. (3) The stronger the overreaction of consumers to green consumption, the greater the volatility of group decision-making, but also the greater the probability choosing green consumption behavior. These findings provide a theoretical reference for the formulation of related policies.