An Evolutionary Game Study On Green Supply Chain Implementation Driven By Consumers'Green Preference

In the context of economic globalization,the economy has developed rapidly,but there are also worrying ecological and environmental problems behind it.As a result,the green supply chain that can achieve a "win-win" economy and environment has received the attention and attention of the government and social organizations.Due to the improvement of material living standards,consumers are paying more attention to the environmental performance of products and environmental pollution during the use of products,and are more inclined to green consumption.Supply chain core enterprises and upstream and downstream enterprises are also bound to adapt to market demand and build new ones.Competitive advantage to implement a green supply chain.In view of this,this paper takes the consumer green preference as the important driving force for the implementation of the green supply chain,and deeply explores the green supply chain implementation body-the relationship between the supply chain core enterprise and the consumer and its behavior evolution,in order to better promote the green Implementation of the supply chain.Based on the evolutionary game theory,this paper deeply discusses the decision-making evolution process of the supply chain core enterprise and the two main consumers in the implementation of green supply chain and green consumption.On this basis,the government constructs the government with insufficient consumer preferences or market failure.The impact of punishment and incentive policies on the evolutionary balance between the two shows that the evolutionary equilibrium results are closely related to the goals and conflicts of interest of the two parties,and the benefits and costs incurred in the implementation of the green supply chain become consumers and core.Important factors for enterprise considerations;consumer benefits and core corporate benefits are positively related to government regulation,that is,government incentives and penalties.Under effective government regulation,supply chain core enterprises and consumers can achieve coordinated development,that is,consumer choice.Green consumption and core enterprises implement green supply chain,and matlab numerical simulation analysis also verifies this conclusion.Therefore,based on the above analysis,this paper focuses on the countermeasures and suggestions to promote the green preference of consumers and promote the implementation of green supply chain from the perspective of supply chain core enterprises and government,which has certain reference significance for the smooth implementation of China's green supply chain.