管理工程学报2025，Vol.39Issue(4)：123-137,15.DOI:10.13587/j.cnki.jieem.2025.04.009
异质性监管政策对公众绿色产品支付意愿的影响研究
Research on the impact of heterogeneous regulatory policies on public willingness to pay for green products—Experiment based on random N-price auction
摘要
Abstract
In recent years,with the continuous promotion of green transformation of production mode,low-carbon development has entered a critical period.Under the current background,green transformation in all aspects of production and life is imperative.With the deepening of the public green concept,the green demand of consumers is constantly stimulated,which makes it particularly important to promote the public to implement green consumption behavior and transform the green consumption concept into real consumption behavior.Consumption is a complex process,which is not only the embodiment of individual needs,but also closely related to the consumption environment.Based on the measurement of willingness to pay for green products and the theoretical research of relevant green consumption promotion policies,this paper creatively introduces media disclosure into the field of green consumption research,and builds a multi-dimensional theoretical model including product side,policy side and media side.The research proposes that the green product certification level,relevant economic regulatory policies,media information disclosure are the key driving factors affecting the public green consumption. This paper studies the relationship between different products,policies,media intervention and other external scenarios and the public's willingness to pay green,and the impact mechanism behind this relationship.This study includes three progressive field experiments.Study 1 measured the public's willingness to pay for products with different green product certification levels,which paves the way for Study 2 and Study 3.Study 2 discussed the intervention effect of external economic regulatory policies on public green payment willingness.Study 3 measured the intervention of media information disclosure on public's willingness to pay green and the impact mechanism of media information embedding economic regulatory policy on public's willingness to pay green. In the Study 1,a simple random N-price auction experiment was designed among the subjects,which only involved the green product certification levels.The researcher designed three natural laundry detergents with different green levels(Level 3,level 2 and level 1)according to the attributes of natural laundry detergent in the market and the use standards of existing green certification marks and other policy documents.According to the results of the experiment,the public's willingness to pay green increases with the improvement of green level,but the marginal willingness keeps decreasing,which indicates that China have the potential consumer market for green products.Therefore,the second level green products were selected as the experimental materials in Study 2 and Study 3. In Study 2135 participants were invited and all subjects were required to conduct three rounds of repeated auction experiments to test their initial willingness.Then,different random control groups(positive economic incentive group,negative economic penalty group and double economic incentive group)were designed among all subjects.Participants were randomly assigned to one of the three experimental groups and informed of their policy scenarios.They are required to conduct three rounds of repeated auction experiments again to measure the green willingness to pay under the policy incentive scenario.The results of Study 2 show that under the stimulation of the three economic regulatory policies,the public's willingness to pay green has improved,but the dual economic incentive policy has the best promotion effect,followed by the negative economic penalty policy and the positive economic incentive policy.This shows that the combined economic supervision policy has the best effect on public's willingness to pay green in China,and a certain punishment for non-green consumption behavior may achieve a good effect. In Study 3225 subjects were invited.On the basis of Study 1 and Study 2,it was determined that the experimental materials were Level 2 green products and the external policy intervention was dual economic incentive policy.Media information stimulation was introduced into the research framework.All subjects were randomly divided into different groups(double economic incentive group,positive information stimulation group,negative information stimulation group,positive information embedded economic regulatory policy group,and negative information embedded economic regulatory policy group),study the intervention effect of media information disclosure and"media information+regulatory policy"on public's willingness to pay green.The results show that compared with the positive information stimulation,the negative information stimulation of non-green products can more stimulate the public's green consumption behavior.Besides the information guidance role,the media information can also play its emotional function and influence the direction of the consumer market.In addition,it is also found that the media information embedded in the regulatory policy can better stimulate the public's environmental awareness,improve consumers' self-interest perception and their recognition of the regulatory policy,and thus improve the public's willingness to pay green. The results of this paper are of great significance.This study proposes to comprehensively promote the green transformation of public consumption mode from multiple perspectives,designs multi-dimensional consumption scenario models such as products,policies and media,and studies the changes of the public's willingness to pay green under different scenarios.This study not only provides important theoretical references for the impact mechanism of external intervention on green consumption,but also provides practical reference for manufacturers to improve the green production system and government departments to improve the regulatory policy system.关键词
绿色消费/支付意愿/监管政策/拍卖实验/政策组合Key words
Green consumption/Willingness to pay/Regulatory policies/Auction experiment/Portfolio policy分类
管理科学引用本文复制引用
李创,田斌杰,王丽萍..异质性监管政策对公众绿色产品支付意愿的影响研究[J].管理工程学报,2025,39(4):123-137,15.基金项目
国家哲学社会科学基金重点项目(22AJY013) （22AJY013）
福建省创新战略研究计划项目(2023R0050) The Key Project of Philosophy and Social Science Foundation of China(22AJY013) （2023R0050）
The Innovation Strategy Research Plan Project of Fujian Province(2023R0050) （2023R0050）
