考虑消费者环境意识及企业有限理性的生产决策研究

在排污权上限-交易机制下,考虑消费者环境意识,研究企业分别在完全理性和有限理性假设下,如何进行传统产品和绿色产品的生产决策.通过对企业在上述假设下的两产品联合生产和单独生产的决策分析,得到结论:在企业完全理性假设下,当两产品联合生产时,存在绿色补贴区间使得随着消费者环境意识的增强,企业的最优总产量增加、总排污量减少;在企业完全理性假设下,当绿色产品和传统产品的产量不为零时,联合生产方式下的产量和排污量均小于单独生产,总利润大于单独生产;在企业有限理性假设下上述结果依然成立,不同的是两种生产方式下的期望产量差、期望排污量差和期望利润的差分别随着企业的有限理性程度的增强而减小;无论企业采取联合生产还是单独生产方式,有限理性假设下的期望总产量和排污量总是高于纳什均衡,期望利润总是低于纳什均衡,并且前者随着有限理性程度的增强而增加,后者随着有限理性程度的增强而减少.因此,当企业进行多品类产品生产时,联合生产比单独生产更有优势,但是这种优势会随着企业有限理性程度的增强而减弱,并且有限理性能够引发"牛鞭效应",企业必须对决策过程中的有限理性引起重视.

Research on production decision-making considering consumers' environmental awareness and enterprise's bounded rationality

This paper studies how enterprise makes production decision of traditional product and green product based on the assumption of perfect rationality and bounded rationality respectively, considering consumers' environmental awareness, under the cap-and-trade mechanism of emission permits. Through the analysis of joint production and separate production of the two products under the above assumptions, some conclusions are drawn. Under the assumption of perfect rationality, there is a range of green subsidy when the two products are jointly produced, which makes the company's total output increases and total discharge decreases with the consumer's environmental awareness increases. At the same time, the output and discharge of joint production are all smaller than those of the separate production, while the total profit is quite the contrary. The above results are still valid under the assumption of bounded rationality. The difference is that the difference of expected production, expected discharge, and expected profit under the two modes are decrease with the increases of the degree of bounded rationality. No matter which production mode the enterprise adopts, the expected production and expected discharge under the assumption of bounded rationality are always higher than Nash equilibrium, while the expected profit is the opposite. What else, the former and the latter increases and decreases with the degree of bounded rationality respectively. Therefore, when enterprises produce multi-category products, joint production has more advantages than separate production, but the advantages will decrease with the degree of bounded rationality increases. What's more, bounded rationality can lead to the formation of "bullwhip effect", which must be taken seriously by enterprises.