Affiliation:
1. School of Economics and Management Zhejiang University of Science and Technology Hangzhou 310023 China
2. School of Management Zhejiang University of Technology Hangzhou 310023 China
3. College of Business Valparaiso University Valparaiso Indiana 46383 USA
Abstract
AbstractConsidering scenarios with and without green advertising, we compare the optimal solutions and performance of both green and non‐green manufacturers under three power structures. Green manufacturers who invest in green advertising experience enhanced output and profits, with the highest level of green advertising and profit improvement when they dominate market. In most cases, green advertising investment tends to decrease the output and profits of non‐green manufacturers. However, under specific circumstances, such as when non‐green manufacturers dominate market and the production cost of green products exceeds a certain threshold, investing in green advertising can unexpectedly stimulate demand for non‐green products.
Funder
National Natural Science Foundation of China
National Social Science Fund of China
Zhejiang Office of Philosophy and Social Science
Humanities and Social Sciences Youth Foundation, Ministry of Education
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献