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We construct the model for food manufactures’ decision making to launch a new sustainable product to the market. The main factors that influence firms to launch the new sustainable product are that consumers are willing to pay more for the sustainable product, and perceive that the conventional and the sustainable products are different. Morover, the firms has more probability to get higher profit when launching the new sustainable product if the ratio of the cost over the maximum willingness to pay for the conventional product is equal to or greater than the same ratio of the sustainable product.


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