Market Effects of Changes in Consumers' Social Responsibility
Market Effects of Changes in Consumers' Social Responsibility
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DOI：
10.1111/j.1530-9134.2009.00213.x
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发表时间：
2009-03-01
影响因子：
1.9
通讯作者：
Georgantzis, Nikolaos
中科院分区：
文献类型：
--
作者：
Garcia-Gallego, Aurora;Georgantzis, Nikolaos
在纵向差异化的双寡头垄断模型中，我们研究了市场均衡以及消费者对社会责任制造商销售的产品的支付意愿（WTP）增加后所产生的社会福利。这种变化的不同类型取决于它们对消费者异质性的影响。我们表明，在大多数情况下，在市场结构不变的情况下，消费者社会意识的提高会给社会责任企业带来更高的利润，并可能导致更高的社会福利水平。然而，当消费者社会意识的提高改变了市场结构时，福利可能会下降，而双头垄断者的利润可能会上升。由此产生的私人利益与社会利益之间的紧张关系，要求我们对旨在提高消费者社会意识的信息宣传活动持谨慎态度。
In a duopoly model of vertical differentiation, we study market equilibrium and the resulting social welfare following an increase in the consumer's willingness to pay (WTP) for products sold by socially responsible manufacturers. Different types of such changes emerge depending on their effects on consumer heterogeneity. We show that, in most cases, increases in the consumers' social consciousness yield higher profits to socially responsible firms and may lead to higher levels of social welfare, provided that the market structure is left unchanged. However, when an increase in the consumer's social consciousness changes the market structure, welfare may fall, while the duopolists' profits rise. The resulting tension between private and social interest calls for a cautious attitude toward information campaigns aimed at increasing the consumer's social consciousness.