消费者个人内在偏好影响下的绿色产品最优定价决策

Optimal Pricing Decision of Green Products under the Influence of Consumers’Intrinsic Preferences

绿色产品具有明显的环保优势但往往价格较高。此外,消费者在选择产品时对产品价格和绿色度具有个人内在偏好,绿色产品吸引潜在的绿色敏感型消费者的同时,也可能因为高价将价格敏感型消费者推向竞争者,合适的定价决策对绿色产品制造商而言至关重要。本文在绿色产品制造商与常规产品制造商竞争市场的基础上,结合显著性和消费者环保意识构建消费者效用函数并建立模型,研究两产品不同质量差异下绿色产品制造商面临理性消费者、绿色敏感型消费者及价格敏感型消费者时的最优定价、需求和利润,最后运用对比分析法给出了两类制造商的最优市场选择。研究表明:绿色产品制造商与常规产品制造商在不同市场下的利润关系受绿色产品质量、消费者个人内在偏好水平等因素的影响,且在某些情形下,绿色产品制造商及常规产品制造商可以实现共赢;绿色产品质量的增加不一定导致其价格的增加,当消费者环保意识较高且绿色产品质量略低于常规产品时,较高的质量反而促使绿色产品制造商制定较低的价格;市场环境影响绿色产品制造商的定价决策,与理性市场相比,绿色产品在价格敏感型市场下定价更低,在绿色敏感型市场下定价更高。本文的研究结论对绿色产品制造商的定价决策具有一定的理论指导意义。

Green products have obvious environmental protection advantages,but the price is often high.In addition,consumers have personal intrinsic preferences for product price and green degree when choosing products.While green products attract potential green-sensitive consumers,they may also push price-sensitive consumers to competitors because of high prices.Appropriate pricing decisions are very important for green manufacturers.Based on the competitive market between green manufacturers and regular manufacturers,combined with salience theory and consumers'awareness of environmental protection,this paper constructs consumers'utility function and establishes a model,and studies the optimal pricing,demand and profit of green manufacturers facing rational consumers,green-sensitive consumers and price-sensitive consumers.Finally,the optimal market choice of the two manufacturers is given by using the comparative analysis method.The research shows that the profit relationship between green manufacturers and regular manufacturers in different markets is affected by factors such as green product quality and level of consumers'intrinsic preference,and in some cases,green manufacturers and regular manufacturers can achieve win-win results.The increase in quality of green products does not necessarily lead to increase in their prices.When consumers have highawareness of environmental protection and the quality of green products is slightly lower than that of conventional products,higher quality actually prompts green manufacturers to set lower prices;Market environment affects the pricing decision of green manufacturers,compared with the rational market,green products are priced lower in the price sensitive market and higher in the green sensitive market.The research conclusion of this paper has a certain theoretical guiding significance for the pricing decision-making of green manufacturers.