Green Economics

This article presents an integrative analytical framework that interprets the transition to a green economy not merely as a matter of technological modernization and macro-policy, but as a behavior-oriented transformation shaped by social norms and individual decision-making mechanisms. The aim of the study is to theoretically and quantitatively substantiate how the individual decision-maker, the “Sufficient Agent” (Homo Sufficiens), rationalizes resource use based on the logic of sufficiency. The paper proposes a three-pillar “complete solution chain”: 1) low embodied carbon and circular construction materials (earth/straw blocks, clay plasters, low-processing-energy coatings) supported by performance-based carbon standards (EC_building limit and differential sub-limit for non-structural elements in high-rise buildings), 2) behavior-oriented economic incentive mechanisms (bonuses, tariff signals) and 3) norm formation through “Sufficiency Education”. To evaluate the systemic impact of this framework, a simplified agent-based diffusion model with a logit decision function was constructed, combining economic attractiveness (NPV), social impact (SI) and technological accessibility (TA). Monte Carlo simulations over a 10-year horizon yielded interval results. Findings show that while economic incentives alone accelerate early adoption, mass diffusion remains limited without integration of social norms and accessibility; in “policy mix” scenarios, however, adoption rates and carbon reduction systematically follow a higher trajectory. The article demonstrates that the main driver of the green transition is not technology alone, but the transformation of the social system, thereby providing micro-macro justification for behavior-oriented policy design.