グリーン・プライシングと「価値」

Abstract

This paper shows a definition of green pricing and the relationship between its green price and a consumer's value consciousness. Green pricing is a pricing for making a system to be sold directly or indirectly green product or green service, including not only past or present labour cost but also future labour = service cost to reduce environmental load in future. It is influenced by other enterprise's (E) green marketing, state's (S) green policy and people's (P) green consumerism. It directly or indirectly contributes to conserve the earth's environment. If there is no introduction or use of new eco-balanced techniques to cut cost, or there is no subsidy of state, it often results in a higher price than conventional price. Now we have to ask as follows: How to evaluate economic externalities, particularly in future? How to evaluate or synchronize future cost (value in exchange) to recover environment (value in use) with present time? How to evaluate the irreversible environment (value in use) which is in a process of being broken? And how does a green consumer = people (P) evaluate green products (value in exchange, including future value) to stop such a breaking? To keep sustainable economy based on market mechanism, how does an enterprise (E) produce and how does a state (S) regulate or adjust by deposit system, green tax, eco-right, eco-certification, eco-work-sharing, charge or green subsidy, standardisedby those evaluations? Green price is realised by the green E-S-P relationship. In realistic view point to use market mechanism, green product price should be low. Because there is a high price elasticity of the green. So we should make them cheap. To do so we must change our E-S-P relationship soon for our offsprings and our beautiful planet.