Pricing and green degree decisions of green differentiated products

Abstract

Abstract: Taking consumers' environmental awareness and greening production technology into consideration, pricing mechanisms and green degree decisions of green differentiated products were discussed in the context of a covered duopoly market. Based on game theory, the influence of manufacturers' action order, consumers' environmental awareness and greening production technology on the green degree, prices, market shares and profits were analyzed. The result shows that, it is dominant for lower green manufacturer to act first, higher green manufacturer to act simultaneous. When lower green manufacturer moves first, the whole green level is highest and the ratio of price to green degree is lower, which is the best to government and consumers. With the enhancement of consumers' environmental awareness and the reduction of the greening cost, the product green degree and the difference between the two products, the price of the two products and the profit of the two manufacturers have increased.

Key words: green differentiation, green degree, environmental awareness, pricing, duopoly

CLC Number:

F272.3

LIU Jian, ZHOU Hui. Pricing and green degree decisions of green differentiated products[J]. , 2018(02): 98-110.

References

[1] DANGELICO R M,PONTRANDOLFO P.From green product definitions and classifications to the green option matrix[J].Journal of Cleaner Production,2010,18(16):1608-1628.

[2] KANCHANAPIBUL M,LACKA E,WANG X,et al.An empirical investigation of green purchase behaviour among the young generation[J].Journal of Cleaner Production,2014,66(3):528-536.

[3] LAI CKM,CHENG EWL.Green purchase behavior of undergraduate students in Hong Kong[J].The Social Science Journal,2016,53(1):67-76.

[4] LIOBIKIENE G,MANDRAVICKAITE J,BERNATONIENE J.Theory of planned behavior approach to understand the green purchasing behavior in the EU:a cross-cultural study[J].Ecological Economics,2016,125(c):38-46.

[5] ROBERTO R.Environmental product differentiation and environmental awareness[J].Environmental & Resource Economics,2007,36(2):237-254.

[6] YAKITA A,YAMAUCHI H.Environmental awareness and environmental R&D spillovers in differentiated duopoly[J].Research in Economics,2011,65(3):137-143.

[7] TIROLE J.The theory of industrial organization[M].Cambridge:MIT press,1988.

[8] GABSZEWUCZ J,THISSE J F.Price competition,quality and income disparities[J].Journal of Economic Theory,1979,(20):340-359.

[9] SHAKED,A,SUTTON J.Relaxing price competition through product differentiation[J].The Review of Economic Studies,1982,49(1):3-13.

[10] WAUTHY X.Quality choice in models of vertical differentiation[J].The Journal of Industrial Economics,1996,44(3):345-353.

[11] 向东,张保根,汪永超,等.绿色产品及其评价指标体系研究[J].计算机集成制造系统,1999,5(4):14-19.

[12] 向东,段广洪,汪劲松,等.基于产品系统的产品绿色度综合评价[J].计算机集成制造系统,2001,7(8):12-16.

[13] 柳键,周辉.考虑产品生命周期全过程的产品绿色度综合评价[J].科技管理研究,2016,36(19):60-63.

[14] 张雪平,殷国富.基于层次灰色关联的产品绿色度评价研究[J].中国电机工程学报,2005,25(17):78-82.

[15] 曹柬,吴晓波,周根贵.基于产品效用异质性的绿色供应链协调策略[J].计算机集成制造系统,2011,17(6):1279-1286.

[16] BERNHEIM B D.A Theory of conformity[J].Journal of Political Economy,1994,105(2):841-877.

[17] CONRAD K.Price competition and product differentiation when consumers care for the environment[J].Environmental and Resource Economics,2005,31(1):1-19.

[18] 孙良峰,裘乐淼,张树有,等.基于泛逻辑推理的复杂产品融合绿色性分析的设计方案评价技术[J].计算机集成制造系统,2013,19(8):1990-1999.

[19] 穆昕,王浣尘,李雷鸣.基于差异化策略的环境管理与企业竞争力研究[J].系统工程理论与实践,2005,25(3):26-31.

[20] 申亮.基于委托代理理论的绿色产品定价问题研究[J].财贸经济,2008(5):112-115.

[21] Ghosh D,SHAH J.Supply chain analysis under green sensitive consumer demand and cost sharing contract[J].International Journal of Production Economics,2015,164:319-329.