School of Economics and Management, University of Science and Technology Beijing, Beijing 100083, China.
School of Statistics and Mathematics, Inner Mongolia University of Finance and Economics, Hohhot 010070, China.
Int J Environ Res Public Health. 2022 Oct 19;19(20):13564. doi: 10.3390/ijerph192013564.
Taking into consideration fairness concerns and altruistic preferences of manufacturers, this paper aims to propose a green dual-channel supply chain that incorporates consumers' environmental awareness (CEA) and channel preference. The purpose of this work is to explore and further compare the optimal outcomes in a green dual-channel supply chain in three scenarios, which are the fairness-neutrality scenario (Model ), the manufacturer is concerned with fairness scenario (Model ), and the manufacturer has altruistic preference (Model ), respectively. The game-theoretical models with different fairness preferences, comparative, and numerical analyses are used to put forward the impacts of consumers' channel preference and CEA on pricing, profits, and utilities, and to identify the differences in decisional outcomes between the three models. The results indicate that CEA always contributes to developing the green market while adversely affecting common products. Moreover, consumers' channel preferences might enable the manufacturer and retailer to enhance profitability under certain conditions. The findings also reveal that manufacturer's fairness concerns can possibly increase the demand for green products but impair the overall performance of the supply chain in general. Moreover, while the manufacturer's altruistic preference benefits the retailer's profits, it has a detrimental effect on the performance of the green supply chain. The practical implications of this research come to promote green consumption and increasing consumer awareness of environmental protection are effective ways to develop a green supply chain. It is also important to note that in order to maintain the durability and stability of the sup-ply chain, the manufacturer must maintain a moderate level of fairness preference behaviors so that downstream retailers will remain enthusiastic about establishing long-term relationships.
考虑到制造商的公平关切和利他偏好，本文旨在提出一个包含消费者环境意识（CEA）和渠道偏好的绿色双渠道供应链。本工作的目的是在三个场景下（公平中性场景（模型）、制造商关注公平场景（模型）和制造商具有利他偏好场景（模型））分别探索和进一步比较绿色双渠道供应链的最优结果。使用具有不同公平偏好、比较和数值分析的博弈论模型，提出消费者渠道偏好和 CEA 对定价、利润和效用的影响，并确定三个模型决策结果的差异。结果表明，CEA 总是有助于发展绿色市场，同时对普通产品产生不利影响。此外，消费者的渠道偏好可能使制造商和零售商在某些条件下提高盈利能力。研究结果还表明，制造商的公平关切可能会增加绿色产品的需求，但总体上会损害供应链的整体绩效。此外，虽然制造商的利他偏好有利于零售商的利润，但对绿色供应链的绩效产生不利影响。本研究的实际意义在于促进绿色消费和提高消费者的环保意识是发展绿色供应链的有效途径。此外，为了保持供应链的可持续性和稳定性，制造商必须保持适度的公平偏好行为，以使下游零售商保持建立长期关系的积极性。
