Research On Production And Consumption Decision Of Green Agriculture Products Based On Evolutionary Game

Agricultural products green development which need each participation main body to work together is the important direction of China's agriculture transformation,however,green agricultural products of the contradiction between production and consumption is more and more serious.Agricultural production enterprises in order to pursue their own interests,lack of motivation in the process of the implementation of green production.Green farm produce fake and shoddy phenomenon in the society still emerge in endlessly,which seriously affects the health of consumers and consumer confidence in green agricultural products consumption,as a result,consumers of green agricultural product purchase intention is not strong.Green agricultural products of the contradiction between production and consumption receive damage not only make the enterprise and the interests of consumers,and endanger the stability and development of green agricultural products market.In agricultural production and processing to the sales until to consumers in the process,how to effectively solve the contradiction between production and consumption is the key to ensure the green development of agricultural products.Based on the analysis of the status of green agricultural production and consumption at home and abroad under the premise,and based on evolutionary game theory,launched a evolution process of green agricultural production and consuming decision analysis.By using the method of interview survey to agricultural production enterprise,determine the enterprise for agricultural products green production factors include green cost,government policy factors,market factors and green consciousness;By means of questionnaires,determine the consumer green consumption influencing factors include green cognitive factors,price factors and product factors.On this basis,using evolutionary game theory method and influencing factors,analyzes the enterprise and the consumer behavior and decision making.Conclusion shows that the government's encouragement and penalty factors can improve the probability of enterprise to the green agricultural products production,by reducing the premium of green agricultural products can improve the probability of consumers to produce green consumption.Numerical simulation analysis is verified this conclusion.Based on the above qualitative and quantitative analysis,respectively,puts forward the countermeasures and suggestions at the government level,enterprise level and consumer level.Through the reasonable transformation of the mode of the original green agricultural production and marketing model can effectively reduce the cost of enterprise green;Consumers take the initiative to improve cognitive green agricultural products,set up the correct consumption view,increase the green consumption demand,solved the problem of green agricultural production and consumption;The government guidance and support policy can improve enterprise production conditions and expand consumer demand.In addition,also should make the government's regulation of production enterprises,can prevent green agricultural products quality and safety problems,so as to realize the green development of agricultural products to the greatest extent.