Green Supply Chain Decision-Making and Coordination Considering Consumers'Environmental Mindset
In the context of green and sustainable development,this paper explores how to enhance the economic benefits of green enterprises by considering consumers'environmental protection values and green demands.The study aims to develop a pure,healthy,and efficient supply chain system that promotes the economic development of society while adhering to principles of environmental protection and health.This paper introduced the concepts of consumer environmental awareness and consumer's expectation of product green degree in the green supply chain formed by manufacturer and retailer,and uses the game theory approach to study the interaction between the above factors and the impact on the overall efficiency of the upstream and downstream of the supply chain by combining product green degree and consumer's price sensitivity,and finally verified the rationality of the results through numerical analysis and drew new conclusions.It was found that the level of green degree,wholesale price,retail price,profit of each supply chain member,and overall profit of the supply chain increase with the increases of consumer environmental awareness,but decrease with the increases of consumer's expectation of product green degree.Both the level of product green degree and the wholesale price vary with the manufacturer's fairness concern level,and the strength of consumer environmental awareness also causes the retail price to show different trends as the fairness concerns coefficient increases.It was also found that the manufacturer's fairness concerns attributes reduce the product's green degree and increase the wholesale price while hurting the overall efficiency of the supply chain.In addition,cost-sharing contracts can strengthen the cooperation between manufacturers and retailers,achieve Pareto improvement of supply chain members,and enhance the operational performance of green companies.In conclusion,this paper aimed to achieve synergistic development of social,humanistic,environmental,and economic aspects by a studying green supply chain that consider the level of product green degree,consumer ecological awareness,fairness concerns,and cost-sharing.
green degreeenvironmental awarenessexpectationcost-sharing
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