Because pure public goods are non-excludable it is difficult to charge people for benefitting once a product is available. The free rider problem leads to under-provision of a good and thus causes market failure.

Free-rider problem: because of non-excludability, once a good is provided no-one has an incentive to pay for it – there is therefore no revenue or profit available for firms, and so no firms will provide the good

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    Public Goods Explained

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