The Docking Mechanism of Public and Enterprise Green Behavior in China: A Scenario Game Experiment Based on Green Product Classification

Abstract

In the international context of pursuing green development, a good connection between the production and consumption ends is a necessary condition for forming a diversified governance interaction system. The academic community has conducted in-depth discussions on green behavior among enterprises and the public. However, few studies have focused on the docking process between the subjects. Therefore, this paper takes Chinese participants as an example to design a game experiment, considering the role of government regulation. From a dynamic, interactive perspective, it explores the motivation for green behavior between the public and enterprises, as well as the effectiveness of government subsidies. The research results indicate that: (i) The public is willing to burden a premium for the green behavior of enterprises, which has significant differences in substantive and symbolic green behavior. (ii) In green consumption scenarios, public purchasing information can be transmitted to enterprises, but the reverse path has not yet been verified. (iii) Government subsidies have a strong incentive effect on public green behavior. (iv) There are significant differences in the impact of public environmental awareness on public green behavior, but there is no significant difference in the green behavior of enterprises. The research conclusion provides theoretical support for the study of public and enterprise behavioral variables and provides a practical basis for enterprise management and government governance. This will facilitate the construction of a systematic and effective environmental governance framework, thereby promoting coordinated green development among entities.

Does Green Purchase Intention Mediate the Effect of Ethical Self Identity on Green Purchase?

“…The internal or communal desire and willingness to acquire environmentally friendly or non-harmful to the environment products (Correia et al, 2023;Li et al, 2023) is defined as green purchase intention. Green purchase intention is also defined as the opportunity and desire of someone who is interested in environmentally friendly issues and is aware of preferring environmentally friendly products over conventional products whose manufacturing processes do not take the impact on the environment into account (Prakash & Thakur, n.d.).…”