A Study on the Invasion of Low-carbon Product Manufacturers Considering Reference Price Effect in the Context of E-commerce
A Stackelberg game model consisting of low-carbon product manufacturers as leaders and retailers as followers is constructed,manufacturers may invade the market through e-commerce channels,while consumers will compare the prices of different channels,who are affected by the reference price effect.It is found that(1)when manufacturers invade the market,both the reference price coefficient and the increase of low carbon sensitivity will make manufacturers increase the level of carbon reduction efforts,while the number of sales in e-commerce channels and offline channels will increase.(2)Manufacturers and retailers will be able to reach a win-win situation with respect to manufacturer invasion only when the low-carbon sensitivity coefficient is high,and the likelihood of such a win-win situation increases with consumer loyalty to the offline channel(even though increased consumer loyalty to the offline channel reduces the manufacturer's willingness to invade).(3)Invasion always leads to an increase in production by the manufacturer,which can promote the consumption of low-carbon products.
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