Based on evolutionary game theory and simulation analysis, the paper studies the sustainable interaction of cause marketing in electronic business platform, which constructs the evolutionary game model of cause marketing and ethical consumption, and studies the existence and stability of the equilibrium in the four situation interaction system, and also verifies results by Netlogo. The main contributions are that ethical consumption is the precondition of sustainable cause marketing development, reducing costs is the key to promote sustainable interaction development, electric business platform should vigorously promote social responsibility consciousness, and promote the policy support. Finally the paper constructs the theory frame for the realization of benign sustainable interaction.
Cause marketing Ethical consumption The evolutionary game model Simulated analysis
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This paper is supported by the General Project of the National Natural Science Foundation of China “The Mechanism of Effect of Corporate Social Responsibility Behavior on the Image of Scandal Brand and Strategy Research” (No. 71372189).
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