Exploring coevolution in the diffusion of green products between consumers and enterprises—An agent-based model of two-layer heterogeneous networks

China has implemented comprehensive low-carbon policies to promote the widespread adoption of environmentally friendly technologies. However, the complexity of interdependent consumer and enterprise decisions poses challenges to this process. In this study, we propose a new approach that combines complex networks and agent-based modelling (ABM) to develop a framework for the collaborative evolution of consumer and enterprise responses to green product promotion. We also innovatively include social factors in our modelling. This study investigates the impact of various factors on the adoption of green products, including consumer subsidies, government education and promotional and carbon pricing. The results show that consumers and enterprises exhibit similar strategic evolutionary trends due to their interdependence and mutual influence. Consumer subsidies can effectively stimulate the widespread adoption of green products. Government education and promotional activities in the initial stages of promotion can effectively drive the proliferation of green products at a relatively low cost. Carbon pricing plays a dual role in promoting the proliferation of green products. Lower carbon pricing has a minimal influence on the overall equilibrium proportions between traditional enterprises and green product enterprises. Higher carbon pricing can act as a catalyst for enterprise-level transformation, encouraging businesses to transition towards greener practices. Sensitivity analysis reveals that consumer subsidies remain the most critical factor in promoting green products, even in the presence of social factors. Demand-side policies can more effectively facilitate the promotion of green products.