Simulation study on the dynamic evolution of consumers′ adoption behavior for water efficiency labeling

Abstract

[Objective] In order to promote the popularization and dissemination of water efficiency labeling, and explores the adoption behavior for water efficiency labeling from the perspective of consumers, [Methods] based on the Motivation Theory and the Stimuli-Organism-Response( S-O-R) Model, the influence factors of consumers′ adoption behavior for water-efficiency labeling were analyzed by using the Grounded Theory, and the key influence indexes were identified by using the Random Forest Classifier, and the System Dynamics Model was constructed on this basis to simulate the dynamic evolution of consumers′adoption behavior for water efficiency labeling. [Results] The results show that: the evolution trend of adoption behavior in the simulation cycle can be divided into three stages, basically unchanged in the early stage, slowly rising in the middle stage, and rapidly rising in the late stage; the sensitivity of internal demands or external triggers to the motivation for adoption behavior is in the order of size: economic demands>psychological demands>group norms >marketing strategies; the sensitivity of individual factors to the level of adoption behavior is in the order of size: cognition degree > water-saving awareness > perceived trust >perceived value; the sensitivity of environmental factors to the level of adoption behavior is in the order of size: publicity and education>water-saving atmosphere. [Conclusion] The result indicate that: the level of consumers′ adoption behavior for water efficiency labeling shows a slow and then fast rising trend during the simulation period; economic demands are the key elements to stimulate consumers′ motivation for adoption behavior; cognition degree and publicity and education are the most important factors to influence consumers′ motivation for adoption behavior to be externalized into adoption behavior. The study reveals the dynamic evolution of consumers′ adoption behavior for water efficiency labeling, which can provide a theoretical basis for the design of promotion strategies and implementation paths.

Keywords

water efficiency labeling / adoption behavior / system dynamics / dynamic evolution / simulation / influence factor