考虑消费者环保心态的绿色供应链决策与协调

Green Supply Chain Decision-Making and Coordination Considering Consumers’Environmental Mindset

在制造商和零售商构成的绿色供应链中引入消费者环保心态,即消费者自身的环保心态和消费者对产品绿色度的期望等概念,运用博弈论的方法,结合产品的绿色度、消费者对价格的敏感度,研究在集中式决策和分散式决策下消费者环保心态,产品绿色度和消费者对价格的敏感度之间的相互影响以及对供应链上下游整体效益的影响,最后通过数值分析验证了结果的合理性并得出新的结论。研究发现:绿色度水平、批发价格、零售价格、供应链各成员利润和供应链整体利润随着消费者环保心态的增强而提高,却随着消费者对产品绿色度期望的增大而降低。产品的绿色度水平和批发价格均随着制造商公平关切程度的变化而变化,消费者环保心态的强弱也使零售价格随着公平关切系数的增大呈现出不同的趋势,同时还发现制造商的公平关切属性降低了产品绿色度,提高了批发价格的同时损害了供应链的整体效益。另外,成本分担契约能够加强供应链成员之间的协同合作深度,实现供应链成员的帕累托改进,提升绿色企业的运营绩效。

In the context of green and sustainable development,this paper explores how to enhance the economic benefits of green enterprises by considering consumers'environmental protection values and green demands.The study aims to develop a pure,healthy,and efficient supply chain system that promotes the economic development of society while adhering to principles of environmental protection and health.This paper introduced the concepts of consumer environmental awareness and consumer's expectation of product green degree in the green supply chain formed by manufacturer and retailer,and uses the game theory approach to study the interaction between the above factors and the impact on the overall efficiency of the upstream and downstream of the supply chain by combining product green degree and consumer's price sensitivity,and finally verified the rationality of the results through numerical analysis and drew new conclusions.It was found that the level of green degree,wholesale price,retail price,profit of each supply chain member,and overall profit of the supply chain increase with the increases of consumer environmental awareness,but decrease with the increases of consumer's expectation of product green degree.Both the level of product green degree and the wholesale price vary with the manufacturer's fairness concern level,and the strength of consumer environmental awareness also causes the retail price to show different trends as the fairness concerns coefficient increases.It was also found that the manufacturer's fairness concerns attributes reduce the product's green degree and increase the wholesale price while hurting the overall efficiency of the supply chain.In addition,cost-sharing contracts can strengthen the cooperation between manufacturers and retailers,achieve Pareto improvement of supply chain members,and enhance the operational performance of green companies.In conclusion,this paper aimed to achieve synergistic development of social,humanistic,environmental,and economic aspects by a studying green supply chain that consider the level of product green degree,consumer ecological awareness,fairness concerns,and cost-sharing.