木制家具生产企业绿色表达能获取溢价吗?——基于企业-消费者-政府的演化博弈分析  

Can Wooden Furniture Enterprises Obtain Green Premium By Green Expression? An Analysis Based On the Evolutionary Game Among Enterprises, Consumers and the Government

作　　者：卢宏亮[1] 廉宏达[1] 马泽恩 LU Hong-liang;LIAN Hong-da;MA Ze-en(School of Economic and Management,Northeast Forestry University,Harbin 150040,China)

机构地区：[1]东北林业大学经济管理学院,哈尔滨150040

出　　处：《商业研究》2022年第5期70-81,共12页Commercial Research

基　　金：中央高校基本科研业务项目,项目编号:2572021DF01,2572020BM01,2572020DZ08;黑龙江省博士后科研启动项目,项目编号:LBH-Q18007;国家级大学生创新创业项目,项目编号:202110225014。

摘　　要：木制品生产企业通过绿色表达迎合政府及市场的环保需求,但“劣货驱逐良货”现象严重地影响了消费信心及绿色溢价获取,亟需企业、消费者及政府三方共同参与治理。通过构建演化博弈模型,本文以木制家具企业为例,将企业、消费者、政府共同纳入博弈模型,分析各博弈主体策略选择的稳定性,考察木制家具的绿色表达在何种情境下更可能获取消费者的绿色溢价。结果表明:消费者的绿色认同取决于政府规制的“先动”效果,绿色表达对消费者认可产生了积极作用,政府的激励及约束作用有助于企业实施绿色行为;政府介入应是短期行为,在市场失序时介入,规范后退出;消费者支付绿色溢价的前提是产品自身价值的提升,消费者维权会使木制家具企业的绿色行为得到有效的市场约束。At present, many wooden furniture enterprises cater to the needs of environmental protection from both the government and the market by green expression, but the “bad money drives out good” phenomenon has seriously affected consumer confidence and enterprise acquisition of green premium, and it is urgent for wooden furniture enterprises, consumers and the government to jointly participate in solving this problem. By constructing an evolutionary game model and putting the above-mentioned 3 parties into the game model, this paper analyzes the stability of the strategic choice of each game agent, and investigates under what kind of circumstance wooden furniture enterprises are more likely to obtain the green premium. The result shows that consumer recognition of green expression depends on the active effect of government regulation prior to consumption, and the green expression of enterprises has a positive effect on consumer recognition, while the incentive and restraint function of the government is helpful for enterprises to implement green behavior;Government intervention should be a short-term behavior, that is, government intervenes the market when it is in disorder and withdraws when standardized;The premise for consumers to pay green premium is to enhance the value of the products, and the protection of consumer rights and interests will effectively restrain the green behavior of wooden furniture enterprises in the market.

关 键 词：木制家具 绿色表达 绿色信号 演化博弈 

分 类 号：F272.3[经济管理—企业管理]