Optimizing the environmental value transmission chain of green agricultural products: An evolutionary game analysis with livestream e-commerce

The rise of livestream e-commerce provides new perspectives and possibilities for developing and promoting green consumption. This paper focuses on problems and obstacles in realizing the environmental value of green agricultural products, given the availability of livestream e-commerce. First, based on service scenario theory and using the value chain analysis method, the study analyzes the path associated with environmental value transmission in the livestream e-commerce supply chain. Based on this, evolutionary game theory is applied to depict interactions among three major participants in realizing environmental value: the supervising government department, the livestream e-commerce platform, and the consumer. By combining the system dynamics simulation method with the concept of dynamic evolution, this paper solves the established model and further analyzes the evolutionary path of the equilibrium strategy solution. The results show the following. (1) Supervision from government departments is key for realizing environmental value. The pressure of public opinion and oversight costs are important factors affecting the regulatory strategic choices for government departments. (2) Compared with simply increasing the penalties levied on livestream e-commerce platforms, the information interactions between government departments and the public help improve oversight effectiveness. (3) Targeted consumption incentives encourage consumers to pay a green premium. (4) The combination of regulation and incentives, and the linkage between the government, the public, and the market help create a green consumption atmosphere and encourage improvements in the environmental value transmission chain. The research results can help enterprises choose appropriate marketing strategies for green agricultural products in live streaming e-commerce scenarios, and provide policy recommendations for the government in terms of smart supervision and inclusive mechanisms for supporting green consumption.