Weber Economics & Finance

January 2019, Vol. 7 (1), ISSN:2449-1662

© Author(s) 2019. This work is distributed under the Creative Commons Attribution 3.0 License.

Research Article

From Traditional Markets to Green Markets: A Look at Markets Under Perfect Green Market Competition

Lucio Muñoz

Independent Qualitative Comparative Researcher / Consultant, Vancouver, BC, Canada.


Accepted 24th January, 2019; Available Online 28th January, 2019.


Perfect market competition is at the heart of traditional market thinking. So when perfect markets shift, our thinking should perfectly shift too in order to be able to operate in the new perfect market, this is true whether we shift towards a green market or a red market or a sustainability market. For example the 2012 Rio + 20 conference chose to correct the traditional market to account for the environmental cost of doing business only; and therefore they chose a shift from perfect traditional market thinking to perfect green market thinking. And this indicated the need to understand the expected behavior of markets under perfect green market competition, yet nothing seems to have been written to my knowledge since 2012 about short term and long term perfect green market competition. The main goal of this paper is to point out how markets should be expected to work under perfect green market competition.

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