Green Supply Chain Decisions and Cost Sharing Contracts Based on Retailers'Overconfidence
Considering that retailers overestimate consumers'green sensitivity and thus overestimate product demand,a decision-making model of green supply chains is constructed to investigate the influ-ence of retailers'overconfidence on decisions and enterprises'profits.Then,for the adverse effects caused by overconfidence,cost sharing contracts is discussed to coordinate supply chain.Results demon-strate that,retailers'overconfidence leads to the decrease of product greenness,wholesale price,retail price and profits of manufacturer and retailer.When the retailer is overconfident,the adoption of cost sharing contracts can improve product greenness and profits.It can weaken the adverse effect of overcon-fidence on the manufacturer slightly.However,when overconfidence level is high,the retailer's profit declines dramatically,even much lower than that without contracts.
万方数据
维普
