消费者社会责任对企业低碳策略选择的影响

Influence of Consumer Social Responsibility on the Enterprise Low-Carbon Strategy Choice

考虑消费者社会责任情境下，研究不同市场结构企业低碳策略选择。构建基于消费者内在社会成本、外在社会比较下的效用函数，得出垄断、竞争市场下企业的最优零售价格、碳减排量及利润，并通过最优利润分析企业均衡低碳策略。研究发现：①垄断市场中，企业采取低碳技术组织生产更有利可图。②双寡头静态博弈时，两企业均采用低碳策略达到纳什均衡，但普通策略下企业效益高于该均衡策略，存在“囚徒困境”。③两竞争企业进行动态博弈时，先行动企业利用“先动优势”抢占高社会责任感的消费者市场，后行动企业利用成本优势占领低社会责任的消费者市场，实施差异化生产策略实现效益的最大化。此外，还探讨了碳税、消费者社会责任与碳减排成本对企业利润的影响。

The enterprise low-carbon strategies were studied in different market structures from the perspective of consumer social responsibility. According to consumers＇ intrinsic social cost and external social comparison, the consumer＇s utility function is established. The optimal retail price, carbon emission reduction and profit of enterprises are obtained in monopoly or duopoly conditions, and the equilibrium low carbon strategy is analyzed by the optimal profit. Three findings are concluded as follows.in monopoly market, it is more profitable for enterprises to adopt low-carbon technology to organize production; in the duopoly static game, two enterprises use the low-carbon strategy to achieve Nash equilibrium but under the general strategy they benefit more,which shows ＂prisoner＇s dilemma＂ ;in dynamic game, the first action enterprise uses the ＂first-mover advantage ＂ to seize the high social responsibility consumer market, while the later one uses the cost advantage to occupy the low social responsibility consumer market and implement differentiated production strategy to maximize benefit. Moreover, the impacts of carbon tax,consumer social responsibility and carbon emission reduction costs on corporate profits are also discussed.