School of Management, Northwestern Polytechnical University, Xi'an 710129, China.
Int J Environ Res Public Health. 2018 Dec 26;16(1):51. doi: 10.3390/ijerph16010051.
With the development of the economy and science technology, global resource shortages and environmental pressures have become the focus of attention. More and more consumers tend to buy non-polluting and environmentally friendly green products, and many manufacturers and retailers are beginning to produce or sell green products to enhance their competitive advantage in the market. Considering the green preference attributes of consumers, the altruistic preference is introduced into the supply chain, and we establish four models: two cooperative manufacturers and one retailer are completely self-interested, one retailer has altruistic preference, two cooperative manufacturers have altruistic preferences, and two cooperative manufacturers and one retailer have altruistic preferences. We address the optimal greenness and pricing decisions of supply chain members, and analyze the impact of altruistic preferences on supply chain decision-making and profits. The results show that the altruistic preference coefficient can significantly affect the decision-making and the profits of supply chain members, and when two manufacturers and one retailer consider altruistic preferences, the altruistic preference coefficients adopted by the three parties are in the certain ranges, the supply chain members' altruistic preference coefficients can increase the whole supply chain profit. Through analysis, in the three cases where the retailer has altruistic preferences, two manufacturers have altruistic preferences, and two manufacturers and one retailer have altruistic preferences, two manufacturers should adopt higher altruistic preference coefficients, and the retailer should adopt a lower altruistic preference coefficient, and the product greenness under the three altruistic preferences is higher than the product greenness when there is no altruistic preference.
随着经济和科学技术的发展，全球资源短缺和环境压力已成为关注的焦点。越来越多的消费者倾向于购买无污染和环保的绿色产品，许多制造商和零售商开始生产或销售绿色产品，以增强其在市场上的竞争优势。考虑到消费者的绿色偏好属性，引入了利他偏好，我们建立了四个模型：两个合作制造商和一个零售商完全是自利的，一个零售商具有利他偏好，两个合作制造商具有利他偏好，以及两个合作制造商和一个零售商具有利他偏好。我们解决了供应链成员的最优绿色度和定价决策问题，并分析了利他偏好对供应链决策和利润的影响。结果表明，利他偏好系数可以显著影响供应链成员的决策和利润，并且当两个制造商和一个零售商考虑利他偏好时，三方采用的利他偏好系数在一定范围内，供应链成员的利他偏好系数可以增加整个供应链的利润。通过分析，在零售商具有利他偏好、两个制造商具有利他偏好以及两个制造商和一个零售商具有利他偏好的三种情况下，两个制造商应采用更高的利他偏好系数，零售商应采用较低的利他偏好系数，并且在三种利他偏好下的产品绿色度高于没有利他偏好时的产品绿色度。
