Study On The Influence Of Peer Effect On Passive Adoption Of Green Products

With the advocacy of green economic development,more and more environmental protection products are appearing in people’s vision.However,there are still some problems in the green economic development model,such as low market and consumer recognition,imperfect development and so on.Combining with many research literature on innovation diffusion,this paper finds that innovation resistance plays an important role in consumer adoption decision-making.It can be divided into active innovation resistance and passive innovation resistance,which play an important role in innovation adoption decision-making,among which passive innovation resistance is probably the most important one.In this paper,the individual with passive innovation resistance will become passive innovation resister,and focus on the factors that affect the adoption of passive innovation resisters in the diffusion of environmental protection products.In this process.the adoption behavior of passive innovation resisters will become passive adoption,and the corresponding environmental protection products will spread among passive innovation resisters.It is called passive innovation diffusion of environmental protection products.Among the factors that promote consumer adoption,more and more studies have proved that group effect has an important impact on individual innovation adoption.Social identity has begun to attract more and more attention.More and more studies have proved that social identity in social identity can affect consumer adoption decisions.In this paper,from the perspective of micro-individuals,taking complex social networks as the carrier of innovation diffusion,combined with other studies,it is considered that individuals will be subject to the increasing group utility of adopters of social networks.This paper takes social identity and social norm pressure as two important variables to study and analyze the group effect,and takes innovation resistance as the main restraint force.It conducts two stages of passive adoption of environmental protection products in the context of single environmental protection social identity group and multi-social identity group with cross environmental protection social identity.In the context of multi-social identity groups with cross-environmental social identities,two new concepts,i.e.fuzzy overlapping communities and overlapping nodes,are introduced,and their roles in the diffusion of passive innovation are discussed.It combines with the meaning of social identity.The results show that:(1)when innovation spreads in a single social identity group,small world networks can promote the diffusion of passive innovation,in small world networks,Passive innovation resisters were significantly promoted by social identity in the early stage of diffusion(but social normative pressures did not),and when the diffusion population increased to a certain scale,Social normative pressures are starting to play a greater role(relative to social identity).Moreover,the greater the aggregation coefficient in the small-world network,the greater the contribution to the diffusion of passive innovation.(2)in the case of a single social identity group,the resistance to passive innovation increases with the increase of passive innovation resistance.In addition,the degree of inhibition of passive innovation diffusion is increasing faster.(3)in the situation of multi-social identity groups crossing,overlapping nodes play an important role in the connectivity between groups,and the proportion of overlapping nodes in the total nodes of the network is larger.The more stable diffusion can be achieved by passive innovation diffusion,the more priority will be given to the adoption of environmental protection products by overlapping nodes(individuals).