People who do not pay for the good still receive benefits from it, in the same way people who pay for the good do therefore businesses aren't willing to supply
Causes public goods to be underprovided by the private sector - they do not make a profit from providing the good since consumers do not see a reason to pay for the good
Public goods are underprovided because it is difficult to measure the value consumers get from public goods, so it is hard to put a price on the good</b>
Governments provide public goods, and they have to estimate what the social benefit of the public good is when deciding what output of the good to provide