消费者对生态标签低信任度下绿色食品市场的运行和消费者行为选择  

Working of Green Food Market and Consumers' Choice in the Low Trust Condition on Eco-label

作　　者：杨波[1] 

机构地区：[1]郑州航空工业管理学院经贸学院,河南郑州450015

出　　处：《经济经纬》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)

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.

关 键 词：绿色产品 信号发送 指标 信任 

分 类 号：F713.55[经济管理—市场营销] F426.82[经济管理—产业经济]