Departamento de Fundamentos de Análisis Económico, Universidad Rey Juan Carlos-URJC, Paseo Artilleros s/n, 28032 Madrid, Spain.
ETSI Montes, Forestal y del Medio Natural-Universidad Politécnica de Madrid-UPM, Calle José Antonio Novais 10, 28040 Madrid, Spain.
Int J Environ Res Public Health. 2022 Oct 8;19(19):12891. doi: 10.3390/ijerph191912891.
This paper examines horizontally differentiated duopolies à la Hotelling with environmentally conscious consumers and a planner promoting a sustainable good with costly awareness campaigns (ACs). The objective is to find the planner's optimal strategies and their effects on the firms' behaviour. The analysis is carried out with two approaches, considering a private and a public duopoly. In both, it is shown that the planner chooses the average characteristic supported by a higher intensity campaign. However, with the private one, such an outcome is possible if the planner has minimal resources. Consumer consciousness and ACs have opposite effects on the firms and the planner. It is proven that consumer awareness favours the interests of the duopolies and reduces those of the planner, while the contrary is true for ACs. Finally, it is shown that a public duopoly is the best scenario for sustainability. This study provides an environmental policy to replace or complement traditional instruments and a more suitable business framework to achieve efficient results.
本文考察了具有环保意识消费者的水平差异化双寡头垄断市场和一个计划者通过昂贵的意识宣传活动（ACs）推广可持续产品的情况。目的是找到计划者的最优策略及其对企业行为的影响。分析采用了两种方法，考虑了私人和公共双寡头垄断的情况。在这两种情况下，都表明计划者选择了由更高强度活动支持的平均特征。然而，在私人情况下，如果计划者的资源最少，则可以实现这种结果。消费者意识和 ACs 对企业和计划者都有相反的影响。证明消费者意识有利于双寡头垄断的利益，降低了计划者的利益，而 ACs 则相反。最后，表明公共双寡头垄断是实现可持续性的最佳方案。本研究提供了一种环境政策，以替代或补充传统工具，并提供一个更适合实现有效结果的商业框架。
