摘要
消费者对生态标签的低信任度,是包括中国在内的市场转型国家在近期推行绿色经济和绿色消费出现的特有现象。笔者依据市场信号理论,采用实例化建模的方法,发现消费者对生态标签的低信任度对绿色食品市场的影响有:绿色食品市场一般不会因此消失但会出现混同均衡,生态标签由"信号"弱化为"指标",消费者将生态标签与商品品牌结合来决定绿色食品的选择,导致小品牌的绿色食品无法获得应有的绿色溢价。
It is particular phenomena in China and other transformation countries that consumers have low trust on Eco-label. Based on market signal theory and using real modeling,the essay finds that low trust on eco-label won't make the green food market disappear,but will lead the market to pooling equilibrium. The eco-label will become index. Consumers will make choice on both eco-label and brand. So,the small brand won't get green premium. The revelation is that the low trust on eco-label will affect the small firm invest on eco-label.
出处
《经济经纬》
CSSCI
北大核心
2015年第3期73-78,共6页
Economic Survey
基金
国家社会科学基金项目(13FJY009)
河南省软科学项目(142400410107)
关键词
绿色产品
信号发送
指标
信任
Green Product
Signal Sending
Index
Trust
