Research on the evolutionary path of green consumption behavior in the context of targeted green advertising
How targeted green advertising influences and changes consumers'green consump-tion intention and behavior evolution is a scientific issue that the academic and business circles pay close attention to.This paper draws on the classic SEIR infectious disease model to study the emergence and evolution of green consumption behavior of green consumer groups with differ-ent characteristics under the continuous infiltration of targeted green advertising.Firstly,based on the classification of green consumption characteristics of consumer groups,a communication dynamics model of green consumption intention and behavior evolution under the infiltration of targeted green advertising was constructed(hereinafter referred to as PR2GN model).Then the existence of zero equilibrium point and non-zero equilibrium point and the stability at the equilibrium point are discussed.Finally,based on the characteristics of the model,numerical simulation experiments are conducted to explore the paths and strategies that affect the transfor-mation and evolution efficiency.The results show that:1)When the basic regeneration number of PR2GN model is less than or equal to 1,there is a unique zero equilibrium point,and the green consumption intention and behavior cannot be transformed and spread at the zero equi-librium point;2)When the basic regeneration number of PR2GN model is greater than 1,there is a unique non-zero equilibrium point,and the green consumption intention and behavior at the non-zero equilibrium point will continue and transform for a long time;3)PR2GN model is locally asymptotically stable at both zero equilibrium point and non-zero equilibrium point;4)In order to promote the transformation and diffusion of green consumption intention and behavior,the targeted green advertising information control strategy aims to promote the transformation of potential consumers PCto green willing RCand two types of green willing(deep RC1,shallow R2C)to green buyers GC,and inhibit the elimination of different stages and states the conver-sion of consumers to non-green consumers NC;5)To significantly increase green consumers GC among the four conversion channels to green buyers GC,priority should be given to inhibiting the conversion of green buyers GCto non-green consumers NC,followed by improving the conversion of non-green consumers NCto green buyers GC.The research conclusion enriches the connota-tion of targeted green advertising communication,clarifies the key path of the transformation and evolution of consumption intention and behavior,clarifies the strategic choice and priority direction of targeted advertising,and provides useful reference for the theory and practice of targeted advertising.
targeted green advertisinggreen consumption behaviorPR2GN modelevolution path
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