This paper analyzes the optimal commodity tax policy, in a generalized vertical differentiation model in which consumers have positional considerations. Consumers enjoy having a product which is better than that owned by others, and feel envy when others own a better product than them. We examine the impact of these positional considerations on the optimal tax and welfare when a monopoly produces two variants of such good. The standard result that the government should subsidize the product, can be reversed in our setting. In the presence of positional concerns, the optimal tax rate can be positive. Furthermore, the positional effects determine the level of the tax pass‐through on prices. Finally, the tax levied on the high‐quality variant affects the price of the low‐quality variant and vice versa.

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This paper identifies conditions under which, starting from any tax-distorting equilibrium, destination-and origin-based indirect tax-harmonizing reforms are potentially Pareto improving in the presence of global public goods. The first condition (unrequited transfers between governments) requires that transfers are designed in such a way that the marginal valuations of the global public goods are equalized, whereas the second (conditional revenue changes) requires that the change in global tax revenues, as a consequence of tax harmonization, is consistent with the under/over-provision of global public goods relative to the (modified) Samuelson rule. Under these conditions, tax harmonization results in redistributing the gains from a reduction in global deadweight loss and any changes in global tax revenues according to the Pareto principle. And this is the case independently of the tax principle in place (destination or origin).

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