考虑消费者双重行为的农产品绿色供应链数字化策略

Research on the Digital Strategy of Green Supply Chain of Agricultural Products Considering the Dual Behavior of Consumers

为探究消费者风险规避和绿色偏好行为对绿色供应链数字化发展的双重影响,构建产品绿色度和安全水平函数,运用Stackelberg博弈模型,构建农户和农产品零售商组成的两级绿色供应链博弈模型,分析两种行为对绿色供应链数字化策略的影响,对集中决策和分散决策下供应链成员决策进行对比分析,并设计考虑奖惩的供应链契约。最后对模型进行数值仿真,验证该契约的可行性。研究发现:无论是集中决策还是分散决策,消费者规避心理总不利于绿色供应链发展,绿色偏好与之相反;相比分散决策,集中决策最优解更优;奖惩系数在合理的区间内,考虑奖惩的农产品供应链契约实现了供应链参与者的双赢,农户和农产品零售商利润均得到帕累托改善。

In order to explore the dual impact of consumer risk avoidance and green preference behavior on the digital development of green supply chain,the function of product greenness and safety level is constructed.Stacklberg game model is used to construct a two-level green supply chain game model composed of farmers and agricultural product retailers,and the impact of the two behaviors on the digital strategy of green supply chain is analyzed.The decision-making of supply chain members under centralized decision-making and decentralized decision-making are compared and analyzed,and the supply chain contract considering rewards and punishments is designed.Finally,the model is numerically simulated to verify the feasibility of the contract.The study finds that whether it is centralized decision-making or decentralized decision-making,consumer's avoidance psychology is always not conducive to the development of green supply chain,and green preference is contrary to it.Compared with decentralized decision-making,the optimal solution of centralized decision-making is better;The reward and punishment coefficient is within a reasonable range,the agricultural supply chain contract considering rewards and punishments has achieved a win-win situation of the supply chain participants,and the profits of farmers and agricultural product retailers have been Pareto improved.