Operation decisions and coordination contract in a dual-channel green supply chain with risk tolerance
Given the different risk tolerance of each participant,the study constructs a manufacturer-driven game model for a dual-channel green decision.We analyze the decisions and expected profits of the participants under centralized decision and wholesale price contract using the mean-variance method,and design a coordination contract.It is found that under wholesale price contract,product greenness has a positive relationship with the manufacturer's risk tolerance,independent of the retailer's risk tolerance.The optimal retail price is positively correlated with the risk tolerance of both participants,while the online price benchmark coefficient is negatively correlated with the direct sales price and positively correlated with the retail price.When green products have a greater impact on consumer demand,retailers'expected profits positively correlate with manufacturers'risk tolerance.In order to coordinate a dual-channel green supply chain,a reverse revenue sharing and cost sharing combination contract with transfer payment is used.
dual-channel green supply chainrisk tolerancepricingproduct greennesscoordination contractoperating decisions
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