Green behavior diffusion with positive and negative information in time-varying multiplex networks

Abstract

How to comprehend the relationship between information spreading and individual behavior adoption is an essential problem in complex networks. To this end, a novel two-layer model to depict the diffusion of green behavior under the impact of positive and negative information is proposed. Positive information motivates people to adopt green behavior, while negative information reduces the adoption of green behavior. In the model, the physical contact layer describes the green behavior diffusion, and the information layer describes the positive and negative information spreading. Moreover, the social interactions of individuals in two layers change with time and are illustrated by an activity-driven model. Then, we develop the probability transition equations and derive the green behavior threshold. Next, experiments are carried out to confirm the preciseness and theoretical predictions of the new model. It reveals that the prevalence of green behavior can be promoted by restraining the negative information transmission rate and recovery rate of the green nodes while facilitating the positive information transmission rate and green behavior transmission rate. Additionally, reducing the positive information recovery rate and the recovery rate of the green nodes, and increasing the rates of forgetting negative information are beneficial for encouraging the outbreak of green behavior. Furthermore, in the physical contact layer, higher contact capacity and greater activity heterogeneity significantly facilitate green behavior spreading. In the information layer, smaller contact capacity and weaker activity heterogeneity promote diffusion when negative information dominates, whereas larger contact capacity and stronger activity heterogeneity are beneficial when positive information prevails.