The Research Of Evolutionary Mechanism And Influential Factors Of Green Behavior Decisions

Nowadays,"Going Green" has become a common problem in the process of industrialization all over the world, and green behaviors are the key for those enterprises to gain sustaining competitive advantages. Facing the increasingly tough predicament in resources and environment,however,the responses of those enterprises differ from each other. Some hold negative attitude towards green behaviors while some have been practicing them with creative moves. Therefore, how are the enterprises, green behavior decisions carried out? What factors have caused the difference among the enterprises concerning their green behaviors? How to motivate the enterprises to take green behaviors voluntarily and thereby, promote the progress of green behaviors? This dissertation will do a comprehensive research concerning the questions above.Based on the theories like the Cumulative Prospect Theory, the Interested Party Theory, the Theory of Planned Behavior, and the Dynamics of Group Environment and so on,this dissertation integrates knowledge of Environmental Economics,Behavioral Decision, and Psychology etc. By the methods such as Evolutionary Game Analysis and Structural Equation Modeling, the dissertation also studies the behavioral motives of the decision-making body of green behaviors, i.e. the enterprises, the evolution mechanism and influential factors of green behavior decisions, what's more, the methods to promote the progress of "Going Green" in a better way.This dissertation takes a combination of theoretical analysis and empirical analysis method, and influence factors of the evolution mechanism of enterprise green behavior decision was studied, and based on the promotion of the countermeasure and suggestion to the green process.1. This dissertation firstly studies the various documents to give the definition of the green behavior decision, defines and identifies the main body of the green behavior decisions as well as its environment, process and strategy based on the frame analysis of the green behavior decisions modeled through the cumulative prospect theory.2. This dissertation based on the study above, breaks the limit of traditional entirely rational assumption on game theory model. Taking the risk preference of the decision-making body on green behaviors with rounded ration,this dissertation integrally discusses the strategical choices on green behavior decisions among the enterprises, the government and the third party, i,e. the supervising body under different circumstances with the creation of three models of green behavior decisions: the evolutionary game model, a further model under the situation when public participation occurs and the tripartite game model that based on the principal-agent theory under the circumstance that the governments are divided in this dissertation into two types, the central government and the local governments.3. This dissertation based on the theory of planned behavior, dynamics of group environment and the interested party theory,a conceptual model of the influential factors of the green behaviors is created in this dissertation. And it also forms a systematic frame according to data collected from questionnaire surveys. According to the valid data, this dissertation finds out the key influential factor of the green behavior decisions by verifying the seven research hypotheses through structural equation modeling, and thus, it provides further support to the following design for the mechanism.Then, this dissertation, based on the synergy theory, creates coping mechanism and implementing procedures of the designed polices of different decision-making bodies,and verifies the reasonability and feasibility of their theoretical models and methods in reality,therefore,the progress of the "Going Green" project can be promoted.4. This dissertation summarizes the main conclusions of the research stated in it and predicts the possible research directions in the future on the basis of the analysis on the shortcomings of the research.By methods like the evolutionary game theory and structural equation modeling, this dissertation systematically discusses the evolutionary mechanism and influential factors of the green behavior decision-making body and also analyzes the ways to avoid anti-green behaviors showing up and the cooperation between enterprises and the government. It provides an efficient green behavior decision mechanism and proved the importance of the participation of common people to green behaviors; what s more, it also gives the detailed suggestion for the system to go towards the Pareto Optimality.The conclusions of this dissertation veritably show the behavioral preference of the decision-making body of green behaviors, and identify the rules of green behavior decisions of the enterprises, also further enrich and perfect the green behavior decision theory and provide theoretical support for the government to establish more reasonable environmental policies and regulations. With this dissertation, we are expecting the"Going Green" project to be promoted better.