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Muñoz, Lucio, 2016. Beyond Traditional Market Thinking: What is the Structure of the
Perfect Green market?, In: International Journal of Science Social Studies Humanities and
Management (IJSSSHM), Vol. 2, No. 5., May, Ed. Dr. Maya Pant, India.
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Beyond Traditional Market Thinking: What is the Structure of the Perfect Green market?
By
Lucio Muñoz*
* Independent Qualitative Comparative Researcher / Consultant, Vancouver, BC, Canada Email: munoz@interchange.ubc.ca
Abstract
We are now living in the world of green markets, yet we seem not to be able to see that
the paradigm shift from the traditional market to green markets has created a green market
knowledge gap. And it is this knowledge gap that apparently is limiting the ability of
governments(developed and underdeveloped) and institutions(local and global) alike to set up
green markets and implement green market based sustainable development programs such as low
carbon based development. For example, we know what the structure of the traditional perfect
market is; and the paradigm shift raises the question what is the structure then of the perfect
green market if the perfect traditional market idea was left behind? One of the goals of this paper
is to provide an answer to this question.
Key concepts
Traditional market, perfect market, green markets, perfect green market, paradigm shift,
green market knowledge gap, environmental externality, green margin, traditional market price,
green price, invisible hand, economic man, green invisible hand, green economic man, growth,
green growth.
Introduction
a) The traditional market
When only the economy(B) matters we have a traditional market(T), which can be
expressed as follows:
T = aBc
The expression above says that in the traditional market(T), society(a) and
environment(c) exist to meet the needs of the traditional market(T) as both social issues(a) and
environmental issues(c) are considered externalities or factors exogenous to the traditional
market model(T) and only the economy(B) is the dominant component here.
In other words, the traditional market(T) is a deep paradigm based model, which works
under independent preference structures. Here microeconomics theory and macroeconomic
theory and growth theory are the proper tools to deal with traditional market issues. And
therefore, this is the world of the economic man, the invisible hand, and economic growth.
Muñoz (2015) indicated that the traditional market model went unchallenged since 1776 when
Adam Smith proposed it in “The Wealth of Nations” to 1987 when the Bruntland Commission
published “Our Common Future” and criticized it. So the traditional market period went from
1776 to 1987.
b) Beyond traditional market thinking
In 1987 the Bruntland Commission highlighted the need to internalize social and
environmental issues in our development models(WCED 1987) and in 2012 Rio +20 the need to
internalize environmental issues was formally undertaken to transition to green markets, green
growth, and green sustainable development approaches(UNCSD 2012a; 2012b).
Now the view that development is more than just economic growth(Soubbotina 2004) is
more wide spread and moving fast towards real change: Transitions not just to low carbon
development(OECD 2015), but zero carbon development(Fay et al 2015) are being now
promoted and some real actions taken(GOC 2016). Muñoz(2016a) highlighted that the fixing
process started by the Bruntland Commission in 1987 culminated with the shift to green markets
in 2012, even though it was not the only option available then. So the transition period from the
traditional market to green markets went from 1987 to 2012.
c) The green market
Today we live in a world ruled by the partnership between the economy and the
environment, a view that requires transformation of the way we live to properly support the 2030
sustainable development program(UN 2015a), supported by global institutions like
FAO(UNCSD 2011) formalized in the 2015 Paris Agreement(UN 2015b) signed April 22,
2016(UN 2016) And when only the economy(B) and environment(C) matters we have a green
market(GM), which can be expressed as follows:
GM = aBC
The expression above says that in the green market(GM), society(a) exists to meet the
needs of the green market(GM) as social issues(a) are considered externalities or factors
exogenous to the green market model and only the economy(B) and the environment(C) are
dominant components. In other words, green markets are partial partnership based models that
work under partial codependent choice structure.
Here green microeconomics theory, green macroeconomic theory, and green growth
theory are the proper tools to deal with green market issues. And therefore, this is the world of
the green economic man, the green invisible hand, and green economic growth. It has been
recently stressed that paradigms shift from less sustainable positions to more sustainable ones,
pointing in the end towards sustainability(Muñoz 2016b) such as the case of the 2012 shift to
green markets. Hence, from 2012 to now 2016 we have been living under the green market
model.
d) The green market knowledge gap
Muñoz(2016c) pointed out that when we shift paradigms the knowledge base of the
previous paradigm as well as its model structure and preference structure is left behind, including
its price and tax structure. For example, the traditional market is deep paradigm market that
operates under independent choice and clears at the traditional price P while the green market is
a partial partnership based market operating under partial codependent choice and which clears
at the green price GP which is higher than the traditional price P. Yet mainstream thinkers and
decision makers appear to be trying to use micro-economic theory and macroeconomic theory
right now to deal with issues of a different market, the green market. An action that violates the
theory-practice consistency principle. For example, there is even a guidebook to the green
economy(UNDESA 2012), yet there is neither green microeconomic nor green macroeconomics
nor green trickledown effect expectation.
The green market knowledge gap after the paradigm shift stressed recently by
Muñoz(2016c) is reflected by the environmental sustainability gap(ESG) affecting the traditional
market model(T) as it assumes environmental externality neutrality; and by the absence of the
environmental sustainability gap in green markets as now environmental issues are endogenous
issues. And this green market knowledge gap can be appreciated or highlighted by contrasting
the traditional market model(T) structure with the green market model(GM) structure as
indicated below:
T.GM = (aBc)((aBC) = (aB)(aB)(cC) = aB(cC)
If we make ESG = cC, then we have:
T.GM = (aBc)((aBC) = (aB)(aB)(cC) = aB(ESG)
Therefore to internalize environmental externalities in the traditional market model(T) we
need to close the environmental sustainability gap(ESG = cC) by making environmental issues
endogenous issues; and when doing this, we are creating green markets. Hence the
internalization of environmental issues to correct the traditional market changes everything about
the idea of perfect traditional markets as we know it creating the green market knowledge gap;
and hence the paradigm shift raises the question, what is the structure of the perfect green market
then if the perfect traditional market was left behind? Among the goals of this paper is to provide
an answer to this question.
Objectives
a) To highlight analytically and graphically the structure and main aspects of the perfect
traditional market; b) To stress analytically and graphically the structure of the paradigm shift
from the traditional market to green markets; and c) to use the above to state analytically and
graphically the structure and implications of the perfect green market
Methodology
First, the terminology used in this paper is listed. Second, some operational concepts are
provided. Third, the structure of the traditional perfect market is highlighted. Fourth, the
structure of the paradigm shift to green markets is shared. Fifth, the structure of the perfect
green market is pointed out. And finally some food for thoughts and conclusions are given.
Terminology
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A = Dominant/active society a = Dominated/passive society
B = Dominant/active economy b = Dominated/passive economy
C = Dominant/active environment c = Dominated/passive environment
S = Traditional supply D = Traditional demand
GS = Green supply GD = Green demand
P = Traditional market price GP = Green market price
Q = Traditional market quantity GQ = Green market quantity
EE = Environmental externality EM = Green margin
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Operational concepts
a) Traditional market, the economy only market
b) Green market, the environmentally friendly market
c) Sustainability market, the socially and environmentally friendly market
d) Traditional market price, general market economic only price or the price that covers the
cost of production
e) Green market price, the price that reflects both the economic and the environmental cost of
production or the price that covers the cost of environmentally friendly production
f) Sustainability market price, the price that reflects the economic, social, and the
environmental cost of production or the price that covers the cost of socially and
environmentally friendly production.
h) Green market knowledge gap, the knowledge gap created by the paradigm shift from
traditional markets to green markets.
k) Green micro-economics, the theory of the environmentally responsible firm and consumer.
l) Green macroeconomics, the theory of the environmentally responsible economy.
m) Trickledown effect, the expectation that traditional markets and growth will sooner or later
benefit the poor
n) Green trickledown effect, the expectation that green markets and green growth will sooner
or later benefit the poor.
o) Deep paradigm, a fully exclusive model(e.g. the traditional market).
p) Partial partnership paradigm, a partially inclusive model(e.g. the green market).
q) Full partnership paradigms, a fully inclusive model(e.g. the sustainability market).
r) Externalities, factors assumed exogenous to a model
s) Full externality assumption, only one factor is the endogenous factor in the model, the others
are exogenous factors.
t) Partial externality assumption, not all factors are endogenous factors at the same time in the
model.
u) No externality assumption, all factors are endogenous factors at the same time in the model.
v) Green margin, to cover the extra cost of making the business environmentally friendly.
The structure of the traditional market model
The price structure of the perfect market(T) is found at the point where traditional
demand(D) clears traditional supply(S) as shown in Figure 1 below:
Analytically the price structure of the perfect market(T) can be stated as follows:
T = P
The traditional market(T) is cleared at the traditional price P, where the traditional
quantity(Q) is produced and consumed. And here micro-economic theory, macro-economic
theory and growth theory work as usual and the trickledown effect is expected to hold.
In summary: The traditional perfect market(T) is the market where traditional supply(S)
and traditional demand(D) are cleared at the traditional price P. It is a world driven by growth
and trickledown expectations.
The structure of the paradigm shift to green markets
As environmental issues are internalized in the price structure the traditional supply S
shift to the left from point (i) to point (ii) creating the green supply GS and the traditional price P
increases by the green margin(EM) to become the green price GP, a situation that is summarized
in Figure 2 below:
Analytically the price structure of the green market(GM) can be stated as follows:
GM = GP = P + EM
The green market(GM) is cleared at the green price GP, where the green quantity(GQ) is
produced and consumed. And here micro-economic theory, macro-economic theory growth
theory and the trickledown effect as we know them do not work as the environmental
externality(EE) is internalized when we add the green margin(EM) to the traditional price P to
cover the extra cost of making production environmentally friendly.
We can see from Figure 2 above the following: a) that when environmental
externalities(EE) are assumed to be exogenous issues, we operate at point (i) where the perfect
market(T) clears at the lower traditional price P; b) that when environmental externalities(EE)
are internalized and made endogenous issues we operate at point (ii) where the green
markets(GM) clears at the higher green price(GP); c) that when we are in green markets(GM)
prices are higher(GP > P) and therefore, production and consumption is expected to be lower(GQ
< Q); and d) that the shift from the traditional market(T) to the green market(GM), which
involves adding green margins(EM) to the traditional price P to close the environmental
externality(EE) has created a green market knowledge gap that needs to be closed fast to
properly support green markets.
In summary: The paradigm shift from the traditional market(T) to the green
market(GM) summarized in Figure 2 above indicates that green markets(GM) are different than
traditional markets(T) in price structure, consumption and production structure, model structure,
preference structure, supply and demand structure, the type of growth expectations and the type
of trickledown expectations.
The structure of the perfect green market
The price structure of the perfect green market(GM) is found at the point where green
demand(GD) clears green supply(GS) as shown in Figure 3 below:
Analytically the price structure of the perfect green market(GM) can be stated as follows:
GP = P + EM
The perfect green market(GM) is cleared at the green price GP, where the green
quantity(GQ) is produced and consumed. Here green micro-economics, green macro-economics,
and green growth are the appropriate tools; and a green trickled down effect is expected to hold.
In summary: The perfect green market(GM) is the market where green supply(GS) and
green demand(GD) are cleared at green price GP. It is a world driven by green growth and green
trickledown expectations.
Food for thoughts
a) Is the green market a green sustainable development model?. I say yes, it is the
dominant sustainable development model of today, what do you think?
b) Can a low carbon based development strategy be implemented outside green markets?
I say no, it would violate the theory-practice consistency principle, what do you think?
c) Can social externalities be dealt directly through green markets?. I say no, social
issues are exogenous issues, what do you think?
d) What makes a market a dwarf market? I say it looks like it is, but it is not, what do
you think?
Conclusions
The structure of the traditional market was highlighted in detail both graphically and
analytically. The structure of the paradigm shift from the traditional market to green markets and
its implications were outlined too both graphically and analytically. And the ideas above were
combined to point out graphically and analytically the structure of the perfect green market,
which rules current development thoughts today as we are now beyond traditional market
thinking. The paradigm shift means we are living today in a world ruled by green markets.
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Citation:
Muñoz, Lucio, 2016. Beyond Traditional Market Thinking: What is the Structure of the
Perfect Green market?, In: International Journal of Science Social Studies Humanities and
Management (IJSSSHM), Vol. 2, No. 5., May, Ed. Dr. Maya Pant, India.