Purpose - This study aims to explore the government’s subsidy preference and pricing decisions of a manufacturer who produces traditional and green product simultaneously under different government subsidy policies. Design/methodology/approach - The authors establish a model consisting of a government, a set of heterogeneous consumers and a manufacturer. Three government subsidy policies are investigated without government subsidy (NS), government subsidy to consumer (CS) and government subsidy to the manufacturer (MS). Findings - The results show that the government subsidy can increase both the green product’s demand and the manufacturer’s profit. The subsidy level and government’s utility under the CS policy are equal to those under the MS policy. Furthermore, if the government’s subsidy level is exogenous, there exists a Pareto improvement region when social welfare for unit greenness level is high. That is, if the government’s subsidy level under the CS policy is higher than that under the MS policy, both government and manufacturer prefer the CS policy; otherwise, they prefer the MS policy. Research limitations/implications - This paper considers the market where there is a monopoly green manufacturer and a government that only provides subsidy policy. In fact, competition from traditional manufacturers and carbon taxes are also worth exploring in future research. Practical implications - This study provides some suggestions for government subsidy and provides guidance for the manufacturer’s pricing decisions under different government subsidy policies. Originality/value - This paper is the first to compare government subsidy to consumer with a government subsidy to the manufacturer and investigate the pricing decisions of a manufacturer who produces traditional and green product simultaneously by considering an endogenous subsidy level of government.

中文翻译：

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政府对传统和绿色产品的定价决策和补贴偏好

目的-这项研究旨在探讨在不同政府补贴政策下同时生产传统产品和绿色产品的制造商的政府补贴偏好和价格决策。设计/方法/方法-作者建立了一个模型，该模型由政府，一组异构消费者和制造商组成。调查了三种政府补贴政策，其中没有政府补贴（NS），政府对消费者的补贴（CS）和政府对制造商的补贴（MS）。调查结果-结果表明，政府补贴可以增加绿色产品的需求和制造商的利润。CS政策下的补贴水平和政府效用等于MS政策下的补贴水平和政府效用。此外，如果政府的补贴水平是外生的，当单位绿度水平较高的社会福利存在一个帕累托改进区。也就是说，如果政府在CS政策下的补贴水平高于MS政策下的补贴水平，则政府和制造商都将更喜欢CS政策；否则，他们倾向于MS政策。研究的局限性/意义-本文考虑的是市场上存在垄断的绿色制造商和仅提供补贴政策的政府。实际上，在未来的研究中，传统制造商的竞争和碳税也值得探讨。实际意义-该研究为政府补贴提供了一些建议，并为不同政府补贴政策下制造商的定价决策提供了指导。