How does government regulation promote green product diffusion in complex network? An evolutionary analysis considering supply side and demand side

China has launched a series of regulation policies that promote the diffusion of green products to drive the green development of resources and environment. This study proposes an evolutionary game model of green product diffusion by providing a joint "supply side - demand side" regulatory framework. It simulates the effects of government regulation on green product diffusion in complex network, the related numerical simulation analysis is carried out through a case of electric vehicles diffusion. The study confirms that (1) On the supply side, green subsidies, environmental taxes, and carbon trading market can successfully increase green product diffusion to 0.84, 0.7, and 0.65. On the demand side, green consumption vouchers, as well as publicity and education can increase green product diffusion to 0.7 and 0.67. (2) Among the order-based regulatory instruments, high environmental taxes and poor participation in carbon trading market can inhibit the spread of green products, while low green consumption vouchers fail to stimulate the purchase of green products. It is crucial to enhance emotion-based regulatory instruments like publicity and education. (3) Neither order-based nor emotion-based regulation can achieve complete diffusion of green products. This study provides new insights of green product diffusion under government regulation and its implementation effects.