CAJ | 학술논문

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5种情形下ESS演化趋势的数值仿真模拟。研究结果表明，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。
록색소비여기술창신시실현록색발전적중요의제，기내재관련화연화궤리각선유연구。인입연화박혁이론，구건소비자여기업지간교호과정연화모형，진행5충정형하ESS연화추세적수치방진모의。연구결과표명，수유한이성、로경의뢰등인소적영향，록색소비화록색기술창신난이자발실현량성호동이체도이상적균형상태，박혁군체이성적소조화완선시실현록색발전적필연선택。연구지재위추동이자유궤우합、협동발전제공일충신적이론시각화사유범식。
Green consumption and technological innovation is the important issue to realize green development,and the in-ner relation and evolution mechanism are rarely studied.The evolutionary game theory is introduced to build process evolu-tion model of interaction between consumers and businesses.ESS evolution trends of five kinds of circumstances are numeri-cally simulated.Results show that affected by factors such as bounded rationality,path dependence and so on,green con-sumption and green technology innovation are difficult to spontaneously achieve positive interaction and ideal state of equi-librium;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.