【摘要】 面对日益严峻的环境和生态问题,生产者绿色生产意识和消费者绿色消费意识正不断提高,文章基于生产者追求收益最大化和消费者追求效用最大化,对绿色产品的生产和消费行为进行了演化博弈分析,分析结果表明,要使"生产绿色产品"和"消费绿色产品"分别成为生产者和消费者的占优策略,对于生产者,需要满足生产绿色产品的额外收益和政府补贴之和大于为此所付出的额外成本与不生产绿色产品所交税赋之差;对于消费者,需要满足消费绿色产品得到的额外效用大于为此付出的额外成本。因此,为使生产者生产绿色产品、消费者消费绿色产品成为常态化,政府和生产者对生产绿色产品的重视、消费者对购买绿色产品的支持将起着关键性的作用。更多还原

【Abstract】 Facing the serious environmental and ecological problems, the green consciousness of consumers and producers is increasing. Based on producers’ profit maximization and consumers’ utility maximization, the paper gives an evolutionary game analysis on the behavior of the green production and consumption. For producers, to make production of green products as producers’ dominant strategy, it is necessary that the sum of extra profits and government subsidies of production of green products is greater than the difference between additional cost and the tax of no production of green products. And for consumers, to make consumption of green products as consumers’ dominant strategy, it is necessary that the additional utility of consumption of green products is greater than the additional cost. So, to make production and consumption of green products become the normalization, it will play a key role that the government and producers pay attention to production of green products and consumers to buy green products.更多还原