In this paper, social exchange theory and Stackelberg game method are used to analyse the influence of different green product certification contexts on the pricing strategy of cement enterprises. The conclusions are as follows. (1) When the cement enterprise adopts the green product certification, its product sales price is always higher than the product sales price when the green product certification is not adopted. (2) When the effort of cement enterprises in green product certification is at a low or medium level, the profits of cement enterprises and the social welfare of the government show a decreasing trend. But when the cement enterprises for the green product certification investment degree is at a high level, the cement enterprises to adopt green product certification is beneficial to the enterprise itself and the government. (3) When the government increases the subsidy for green product certification, it can make up for the negative profit loss of cement enterprises in the initial stage of adopting green product certification. The pricing strategies of cement enterprises under different green product certification contexts studied in this paper make up the research gap of green cement product certification, and lay a foundation for cement products’ pricing research.
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