“Yeşile Boyama” Kavramının Analitik İncelenmesi: Sertifikalı Etiketlerin Sertifikasızlarla Karşılaştırılması

“Yeşile Boyama”- ürünleri gerçekte olmadığı halde çevre dostuymuş gibi göstererek etiketlendirme- bir firmanın sürdürülebilir işletme politikalarını uygulamaktan kaçındığı ancak yine de çevre dostu ürün pazarına girmek istediği durumlarda görülür. Buna karşılık, çevresel bilince sahip şirketler kendi ürünlerinin gerçekliğine işaret etmek amacıyla eko-etiket sertifikasyonu yoluna başvurur. Pazardaki bir takım tüketicilerin ürün etiketleri hakkında bilgili olduğu ve diğer tüketicilerin olmadığı farzedilirse, bir firmanın ürünlerini sertifikalı yapıp yapmama problemini hem oyun teorisi hem de kar maksimizasyonu açısından fiyatlandırma modelleri yoluyla inceledik. Bir üretici ve birden çok tüketici arasındaki oyunda, denge çözümünü üreticinin bölümlendirme stratejisi izlemesi olarak bulduk. Ayrıca optimum üretim politikalarını talep açısından bulduk ve sertifikasyon kararını ilgili bir takım parametreler açısından analiz ettik. Sertifikasyon tercihinin düşük fiyat duyarlılığı olan pazarlarda, bilgili tüketici pazar büyüklüğünün yeterli büyüklükte olduğunda, ve sertifikasyon maliyetinin üretim maliyetine oranının çok büyük olmadığı durumlarda daha üstün olduğunu gördük.

“Yeşile Boyama” Kavramının Analitik İncelenmesi: Sertifikalı Etiketlerin Sertifikasızlarla Karşılaştırılması

“Greenwashing” – labeling products as environmentally sound while actually not – occurs when a firm eschews sustainable business practices but still wishes to enter environmentfriendly markets. In response, environmentally conscious firms resort to eco-label certification to signal the authenticity of their products. Assuming that some consumers in the market are informed about product labeling while others are not, we study the problem of whether to certify one’s products using both a game-theoretic model and a profit-maximizing pricing model. In the game between a producer and multiple consumers, we find that the equilibrium solution is for the producer to pursue a segmentation strategy. We also find the optimal production policies in a demand setting and analyze the certification decision as a function of several parameters. Certification is superior in low price sensitive markets; when the informed-consumers market size is sufficiently large; and when the ratio of certification cost to production cost is not excessive.

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Appendix Confirmation of (6): Let K = and substitute into (6). We obtain (r – c)(1 – K) + (r – m)K – K 2 < (r – m) – K ⇔ (r – c) + (c – m)K – K 2 < (r – m) – K ⇔ (c – m)K – K 2 < (c – m) – K ⇔ – K 2 < (c – m)(1 – K) – K ⇔ K – K 2 < (c – m)(1 – K) ⇔ K(1 – K) < (c – m)(1 – K) ⇔ ( ) < (c – m) ⇔ < c – m. Therefore, the market segmentation strategy in Section 3 has a higher expected value than the one-shot strategy. Deriving π * C Once we have obtained P * C and b = Then Replace this in the profit function ⇔ Therefore, we obtain . Deriving π* N ⇔ Now take the derivative of with respect to and set equal to 0. Now substitute as follows: let a = and b = Then, Replace this in the profit function Rearrange terms: