School of Economics and Management, University of Science and Technology Beijing, 30 Xueyuan Road, Haidian, Beijing, 100083, China.
Environ Sci Pollut Res Int. 2022 Sep;29(44):66235-66258. doi: 10.1007/s11356-022-19892-7. Epub 2022 May 2.
A pricing-decision analysis is a critical aspect of supply chain management since it directly affects manufacturers' and retailers' profits. The members of a supply chain all want to be treated properly during the pricing process, which means that they pay attention to the fairness of the profit distribution. Additionally, consumers are increasingly gravitating to green products as their awareness of green consumption grows. Thus, incorporating consumers' green preferences into a supply chain, this paper investigates pricing decisions with two competitive manufacturers under horizontal and vertical fairness concerns and seeks the optimal degrees of product greenness, prices, profits, and utilities. The game-theoretical models with and without bidirectional fairness concerns are constructed and analyzed to identify the implications on pricing, profits, and utilities of competing manufacturers' bidirectional fairness concerns and consumers' green preferences. Then, we determine the decisional differences between the two designs using comparative analysis and numerical simulation. Finally, propositions, corollaries, and policy implications are derived. The results indicate that consumers' green preferences and competition between manufacturers contribute to increasing the optimal pricing and retailer's profit while harming manufacturers' utilities and the supply chain's profits under some conditions. The findings also demonstrate that horizontal and vertical fairness concerns generate different impacts on the product's greenness degree and pricing. Still, they are detrimental to manufacturers' utilities and supply chain profit while possessing negligible effects on retailer's profit.
定价决策分析是供应链管理的一个关键方面，因为它直接影响制造商和零售商的利润。供应链的成员都希望在定价过程中得到公平对待，这意味着他们关注利润分配的公平性。此外，随着消费者绿色消费意识的增强，他们越来越倾向于购买绿色产品。因此，将消费者的绿色偏好纳入供应链，本文研究了在水平和垂直公平关切下，两个竞争制造商的定价决策，并寻求产品绿色度、价格、利润和效用的最优程度。构建并分析了带有和不带有双向公平关切的博弈论模型，以确定竞争制造商的双向公平关切和消费者的绿色偏好对定价、利润和效用的影响。然后，我们使用比较分析和数值模拟来确定这两种设计之间的决策差异。最后，得出了一些命题、推论和政策含义。研究结果表明，在某些条件下，消费者的绿色偏好和制造商之间的竞争有助于提高最优定价和零售商的利润，同时损害制造商的效用和供应链的利润。研究结果还表明，水平和垂直公平关切对产品的绿色度和定价有不同的影响。然而，它们对制造商的效用和供应链利润不利，而对零售商的利润影响可以忽略不计。
