Research on the Digital Strategy of Green Supply Chain of Agricultural Products Considering the Dual Behavior of Consumers
In order to explore the dual impact of consumer risk avoidance and green preference behavior on the digital development of green supply chain,the function of product greenness and safety level is constructed.Stacklberg game model is used to construct a two-level green supply chain game model composed of farmers and agricultural product retailers,and the impact of the two behaviors on the digital strategy of green supply chain is analyzed.The decision-making of supply chain members under centralized decision-making and decentralized decision-making are compared and analyzed,and the supply chain contract considering rewards and punishments is designed.Finally,the model is numerically simulated to verify the feasibility of the contract.The study finds that whether it is centralized decision-making or decentralized decision-making,consumer's avoidance psychology is always not conducive to the development of green supply chain,and green preference is contrary to it.Compared with decentralized decision-making,the optimal solution of centralized decision-making is better;The reward and punishment coefficient is within a reasonable range,the agricultural supply chain contract considering rewards and punishments has achieved a win-win situation of the supply chain participants,and the profits of farmers and agricultural product retailers have been Pareto improved.
risk aversiongreen preferencegreen supply chaindigitizationmean-variance model
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