Abstract: Enterprise environmental innovation is of great significance to fundamentally solve environmental problems and achieve sustainable development. With the increasingly serious environmental problems, consumers' preferences for product's environmental attributes may become an important driving force for enterprise environmental innovation. From the perspective of heterogeneous consumer demands, based on computational experimental method, multiple enterprise agents having different innovation attitudes, innovation preferences and disposable funds, along with multiple consumer agents having different preference on the price, quality and environmental performance of products are constructed. It simulates the product selection process for consumers and product innovation process for enterprises, reflecting the dynamic evolution of market demand and its influence on enterprise environmental innovation behavior by changing individual consumers' heterogeneous demands. Then the internal mechanism between green demand and environmental behavior of enterprises and the evolutionary rules is analyzed. The experimental results show that consumers' heterogeneous preferences for product attributes have a significant influence on enterprise environmental innovation performance. Although enterprise environmental innovation behavior is not conducive to the improvement of economic performance, under the scenario of high green demand, it can cause the change of the market structure and eventually achieve both environmental and economic performance by the advantage of early action in long term. Since enterprise environmental innovation risk has great relationship with consumers' green demands, in order to promote enterprise environmental innovation, government should not only take necessary incentive or subsidy policy, but also guide consumers to pay more attention on the environmental attributes of products. It is important to fundamentally promote enterprise's sustainable environmental innovation behavior. This study has important theoretical significance for revealing the self-organization evolution rule of enterprise environmental innovation behavior under heterogeneous demand. It also can provide a scientific basis for the decision making of a series of government policies and measures.

Key words: enterprise environmental behavior, green demand, computational experiment, environmental innovation