Green products have obvious environmental protection advantages,but the price is often high.In addition,consumers have personal intrinsic preferences for product price and green degree when choosing products.While green products attract potential green-sensitive consumers,they may also push price-sensitive consumers to competitors because of high prices.Appropriate pricing decisions are very important for green manufacturers.Based on the competitive market between green manufacturers and regular manufacturers,combined with salience theory and consumers'awareness of environmental protection,this paper constructs consumers'utility function and establishes a model,and studies the optimal pricing,demand and profit of green manufacturers facing rational consumers,green-sensitive consumers and price-sensitive consumers.Finally,the optimal market choice of the two manufacturers is given by using the comparative analysis method.The research shows that the profit relationship between green manufacturers and regular manufacturers in different markets is affected by factors such as green product quality and level of consumers'intrinsic preference,and in some cases,green manufacturers and regular manufacturers can achieve win-win results.The increase in quality of green products does not necessarily lead to increase in their prices.When consumers have highawareness of environmental protection and the quality of green products is slightly lower than that of conventional products,higher quality actually prompts green manufacturers to set lower prices;Market environment affects the pricing decision of green manufacturers,compared with the rational market,green products are priced lower in the price sensitive market and higher in the green sensitive market.The research conclusion of this paper has a certain theoretical guiding significance for the pricing decision-making of green manufacturers.
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