Diffusion of green products: considering the double effects of "decoy" and "herd"

In view of the competition and diffusion between green products and common products, the interactive effects of consumers and their herd effects are fully considered. The performance of the green product competition diffusion and the evolution of consumers' characteristic are studied in the scenarios of decoy and no decoy respectively, based on the method computational experiments. Research shows that: setting an appropriate decoy can enhance green products' market competitiveness to some extent. Besides, the increase of the number of nodes, reconnection probability and herd effect in the consumer network can play a positive role in the market competition expansion of the green products. This will provide the theoretical basis for enterprises taking measures to enhance the competitiveness of green products in the market.