After entering the 21 st century,China’s economy has developed rapidly.In 2011,China has become the world’s second largest economy.However,with the rapid economic growth,there are also worrying ecological environment problems.In this context,the government and social organizations pay attention to the green development that can achieve a "win-win" economy and environment.,on the other hand,due to the material life level rising,make consumers pay more attention to environmental protection performance of the product and in the process of product use for environmental pollution,more tend to choose green products as well as the sustainable consumption mode,thereby,the enterprise also is bound to in order to adapt to market demand and construct new competitive advantage to choose green production.In view of this,this paper takes the green participation of consumers as an important driving force for the green development of economic society as the starting point,and deeply discusses the relationship and behavior evolution between enterprises and consumers,the implementing subject of green economic society,in order to better promote the implementation process of green development of economic society.Based on the evolutionary game theory and two-sided market theory,this paper deeply discusses the green production of manufacturing and the green consumption of consumers,and on this basis,studies and analyzes the influence of government subsidies on the equilibrium results of these two problems.The results show that enterprises tend to choose green production when consumers have a high degree of participation in green products.The increase of consumer participation and other factors will also affect the evolutionary game strategy of green production and green consumption between enterprises and consumers,and the superposition effect of two variables has a greater impact on the economic and social stability and equilibrium strategy than the single variable.The group with higher consumer participation(environmentally conscious consumers)has more obvious incentive effect on government subsidies;In addition,the study also found that the group with high consumer participation(environmentally conscious consumers)has a positive impact on the group with low consumer participation(non-environmentally conscious consumers),that is,environmentally conscious consumers will drive more nonenvironmentally conscious consumers to choose sustainable packaging consumption behavior.MATLAB numerical simulation analysis also verifies the above conclusions.Therefore,based on the above analysis,this study focuses on the government,enterprises and consumers to provide consumer participation to promote the green development of economic and social countermeasures and suggestions,which is of great significance to promote the implementation of China’s economic and social green transformation. |