Stimulating diffusion of green products - Co-evolution between firms and consumers

Marco A. Janssen, Wander Jager

Research output: Contribution to journalArticlepeer-review

177 Scopus citations


This paper presents a model-based analysis of the introduction of green products, which are products with low environmental impacts. Both consumers and firms are simulated as populations of agents who differ in their behavioural characteristics. Model experiments illustrate the influence of behavioural characteristics on the success of switching to green consumption. The model reproduces empirical observed stylised facts and shows the importance of social processing and status seeking in diffusion processes. The flexibility of firms to adapt to new technology is found to have an important influence on the type of consumers who change their consumption to green products in the early phase of the diffusion process.

Original languageEnglish (US)
Pages (from-to)283-306
Number of pages24
JournalJournal of Evolutionary Economics
Issue number3
StatePublished - Jul 2002
Externally publishedYes


  • Consumer behaviour
  • Diffusion processes
  • Service economy
  • Social networks

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Economics and Econometrics


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