Evolutionary Analysis of Green Behavior Decision-Making Based on Cumulative Prospect Theory

摘要

Under the increasingly grim situations of tight resource constraint, environmental pollution and ecological degradation, enterprises’ green behavior decision is the key to obtain the sustainable competitive advantage. With the framework of the cumulative prospect theory, thisarticle introduces the income perception matrix, and applies it to the equilibrium analysis on the bounded rational main body of green behavior. It discusses the stable conditions, equilibrium results and the evolutionary trend of the evolutionary game equilibrium between governments and enterprises,further considers the governmental incentive mechanism as well as its influence on the green behavior under various levels, and validates the conclusions through numerical simulation on the various parameters of the sensitivity of confirmatory analysis, studies the difference of the influenceof environmental regulation on enterprises’ green behavior decision-making. This article breaks the limit of traditional entirely rational assumption on game theory model, considering those enterprises decision-making rules of green behavior under the governmental environment managementin a more realistic and more comprehensive way, and meanwhile it provides the basis and references to the establishment of the governmental motivation policies.