Promoting green consumption behavior is an effective means to promote sustainable development. Previous studies have not considered the irrational decisions of residents under the influence of complex internal and external information, so this study introduces overreaction theory into a multi-agent simulation model. The results show that (1) Greater economic profit and government incentive can encourage green consumption behavior decision and are conducive to the stability of group decision state. (2) When the difference between the consumption cost of green and general consumption is too large, the group with low initial adoption rate will evolve to another decision state. And environmental loss has little effect on green consumption behavior. (3) The stronger the overreaction of consumers to green consumption, the greater the volatility of group decision-making, but also the greater the probability choosing green consumption behavior. These findings provide a theoretical reference for the formulation of related policies.

提倡绿色消费行为是促进可持续发展的有效手段。以往的研究没有考虑居民在复杂的内外信息影响下的非理性决策，因此本研究将过度反应理论引入多主体仿真模型中。结果表明：（1）较大的经济利润和政府激励可以鼓励绿色消费行为决策，有利于群体决策状态的稳定。(2)当绿色消费与一般消费的消费成本差异过大时，初始采纳率低的群体会演化到另一种决策状态。而环境损失对绿色消费行为影响不大。(3)消费者对绿色消费的过度反应越强，群体决策的波动性越大，选择绿色消费行为的概率也越大。这些研究结果为相关政策的制定提供了理论参考。