消费者环境公平意识下的绿色供应链决策分析

Research on Green Supply Chain Decision Based on the Sense of Consumer’s Environmental Equity

基于消费者环境公平意识视角,研究绿色产品制造商的产品绿色度选择与产品定价策略,分析消费者环境公平意识、绿色投资成本和单位产品生产成本的变化对产品绿色度、价格、销量和利润的影响,并通过算例验证得出结论。研究发现,增强消费者环境公平意识、降低绿色投资成本及单位产品生产成本,有助于提高产品绿色度和增加企业利润;随着单位产品生产成本的增加,在较高价格敏感系数时产品的零售价上升,而在较低价格敏感系数时产品的零售价却下降。

From the view of the sense of consumer’s environmental equity,the paper researches on the choice of product greenness and product pricing strategy of green product manufacturers,analyzes the influence of the change of green investment cost and unit production cost in product’s greenness,price,sales volume,and profit,and then reach a conclusion based on examples. The research finds out that an increase of the sense of consumer’s environmental equity and a decrease of green investment cost and unit production cost will both promote product greenness and raise corporate profits;with the rise of unit production cost,it turns out that retail price of product is in positive correlation with the price sensitivity coefficient.