Consumer innovation resistance and green technological innovation behavior: an evolutionary game approach

Green technology innovation (GTI) is crucial for enhancing the resource utilization of construction and demolition waste (CDW). However, consumer resistance to products made from recycled CDW significantly constrains their advancement. Existing studies largely emphasize government policies and technological progress, while the pivotal influence of consumer innovation resistance remains underexplored. This study applies evolutionary game theory, grounded in innovation resistance theory, to examine the long-term interactive dynamics between consumers and building material manufacturers (BMMs). The results reveal that (1) both consumers’ stronger willingness to purchase green innovative products and BMMs’ higher initial intention to adopt GTI foster sustainable green development; and (2) the degree of consumer innovation resistance exerts heterogeneous effects on BMMs’ GTI decisions, whereas consumer green preferences consistently stimulate GTI adoption. Overall, this study elucidates the evolutionary mechanisms through which consumer innovation resistance and green preferences affect BMMs’ GTI behavior, addressing a key gap in the CDW domain. It further offers theoretical guidance for enterprises to mitigate innovation resistance, refine GTI strategies, and advance sustainable innovation in the construction industry.