区块链下考虑消费者隐私关注的绿色产品研发创新及政府补贴策略

Green Product R&D Innovation and Government Subsidy Strategy Considering Consumer Piracy Concerns under Blockchain

为解决消费者对绿色产品属性认知不确定导致的信任度下降问题,构建传统供应链和区块链供应链下的绿色产品创新及政府补贴决策模型,对比分析区块链的采用对产品绿色度、市场需求以及经济利润的影响。研究发现:只有当隐私关注成本低于某一阈值时,制造商才有动机采用区块链;该行动有助于增大产品绿色度水平及供应链成员利润,但未必能提升市场需求;适中的隐私关注成本下,区块链可能诱发“高价低绿”产品,降低消费者剩余;区块链下政府环境绩效关注的增大可能会形成绿色补贴上升,但社会福利下降的局面。

In order to solve the problems of product trust declining caused by consumers' uncertain perception of green product,the green product innovation and government subsidy decision-making models under traditional and blockchain supply chains are constructed,and the impacts of blockchain adoption on product greenness,market demand,and economic profits are compared and analyzed.Results show that only when the cost of consumer privacy concerns is lower than a certain threshold,can manufacturers be motivated to adopt blockchain technology,which will help to increase the level of product greenness and make more profits for supply chain members,but not necessarily improve market demand.Under the moderate cost of privacy concern,blockchain may induce the emergence of “high price and low green” products,reducing consumer surplus.The increase in government environmental performance concerns under blockchain may lead to an increase in green subsidies but a decrease in social welfare.