https://scholars.lib.ntu.edu.tw/handle/123456789/472088
標題: | Non-differentiated green product positioning: Roles of uncertainty and rationality | 作者: | Chen Y.J. JIUH-BIING SHEU |
關鍵字: | Consumer loss aversion; Green marketing; Green product strategy; Purchase preference uncertainty; Vertical competition game | 公開日期: | 2017 | 卷: | 103 | 起(迄)頁: | 248-260 | 來源出版物: | Transportation Research Part E: Logistics and Transportation Review | 摘要: | This study examines the effect of market uncertainty and consumer rationality on product strategy when a company evaluates its entry into the green market. The risk in launching a green product is high because consumers may not be as environmentally conscious as they claim to be. This study develops a composite condition consisting of preference uncertainty, loss aversion, investment cost, and competition intensity to guide companies to react either conservatively or aggressively. An upgraded non-differentiation strategy is suggested for heterogeneous markets, loss-averse consumers, or high-quality reference when the indicator falls within the greenness range. Unlike conventional competitive analysis for non-green products, differentiation may not always be the best option to benefit the entire society and non-differentiation to green is favorable in the context of our analysis. © 2017 Elsevier Ltd |
URI: | https://scholars.lib.ntu.edu.tw/handle/123456789/472088 | DOI: | 10.1016/j.tre.2017.05.005 | SDG/關鍵字: | competition (economics); consumption behavior; differentiation; investment; marketing; preference behavior; risk factor; sustainability; uncertainty analysis |
顯示於: | 工商管理學系 |
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