消费者环保偏好异质性的绿色供应链研究

Green Supply Chain Decision Model Based on Consumer Environmental Preference Heterogeneity

通过建立消费者环保偏好异质性及不同决策结构的四种绿色供应链博弈模型,分析了消费者环保偏好及其异质性对政府补贴及供应链协调效果的影响。研究结果表明:相较于普通消费者绿色敏感度的作用而言,当绿色消费者占比过半时,其绿色敏感度的绿色研发激励效应、增价效应、需求拓展效应、收益和福利增进效应、政府补贴及供应链协调效果扩大效应更为显著;忽略消费者环保偏好异质性会导致对政府补贴及供应链协调效果的误判,形成错误的产品绿色度和价格调整策略,使供应链收益及社会福利受损。

In this paper,we established four game models considering consumer environmental preference heterogeneity and different decision structures in the green supply chain.It aimed to explore the influence of consumer environmental preference heterogeneity on the effects of government subsidy and supply chain coordination.Results showed that compared with the effects of primary consumers’green preference,the green consumers’green preference played more significant effects in motivating higher greening levels,leading to higher prices,increasing demand,enhancing system profits and social welfare,and expanding the effects of government subsidy and supply chain coordination when green consumers accounted for more than half.In this study,we ignored the consumers’green preference heterogeneity would lead to misjudgment of the effects of government subsidy and supply chain coordination to form a wrong greenness and price adjustment,which brought damages to the system profits and social welfare.