Guidance strategies for green consumption from an information ecology perspective: Dynamic modeling and scenario simulation in social networks

Green consumption (GC) is vital for carbon reduction and environmental health. The effective dissemination of GC information through online networks is essential for promoting GC patterns. However, content complexity and user heterogeneity in social networks pose challenges. This study focuses on the digital dissemination of GC information within social networks, while treating offline factors as contextual conditions that influence online communication. Based on this, a system dynamics model combined with scenario analysis is constructed and simulated to capture the evolution of green consumption social network (GCSN) influence. Results indicate that a robust GC policy system strengthens long-term network influence. Media activity enhances information subject guidance, while its impact on GCSN diffusion remains stable. Government transparency is non-critical. Enhancing sentiment contagion, information demand matching, and topic sensitivity positively influences GCSN development, with a necessary response time. Rich, accessible GC information improves guidance across dimensions on GCSN, leading to policy recommendations.