Abstract:

To promote the market replacement of green innovative technology and green products， relieve the pressure of energy and environment. A two-stage evolutionary game model of green technology innovation diffusion is constructed based on complex market network， exploring the adjustment process of enterprises and consumers’ strategies under the coordination and complementarity of market mechanism and policy mechanism， and analyzing the optimal and stable conditions conducive to the diffusion of green technology innovation. Through simulation experiments， it could be found that enterprises and consumers are more sensitive to market orientation， consumer demand for green products is the main decision-making basis of enterprises and improving technology maturity is conducive to promoting the diffusion of green products among consumer groups. Meanwhile， the dominant enterprises with relative competitive advantages pay more attention to the market demand for green products， while the competitive marginal enterprises are more easily influenced by the proportion of green technology enterprises in the market. However， the double externalities caused by the diffusion of green technology innovation easily led to market failure， which requires the government to overcome the negative externalities caused by market failure through economic policy regulation. Hence， the government should take improving the consumption demand of green products as the priority to encourage more enterprises to choose green technology production. And promoting the market share by driving enterprises to improve the technology of green products. Meanwhile， it should also pay attention to the diminishing marginal utility of policy incentives.

Key words: diffusion of green technology innovation, market orientation, policy incentive, multi-level network, two-stage evolutionary game