消费者感知偏差对供应链绿色运营策略的影响

Impact of consumers'perceptual biases on green innovation-advertisement strategies in supply chain

为探究消费者感知偏差对供应链绿色运营策略及成员收益的影响,基于3种绿色消费行为动机,构建了消费者绿色消费行为效用函数。在此基础上,分别建立了考虑与未考虑消费者感知偏差两种情形下的供应链绿色运营决策模型,探讨了制造商绿色研发投入、批发价格决策及零售商广告投入、零售价格决策问题。结果表明,与未考虑消费者感知偏差相比,考虑消费者感知偏差会使制造商加大绿色研发力度;而广告宣传水平则取决于单位广告宣传成本,当单位宣传成本低于某一个阈值时,零售商会提高宣传水平,反之则降低宣传水平;虽然考虑消费者感知偏差会在某些情形下降低制造商或零售商的收益水平,但是却使供应链整体收益及社会总福利得到提升。以新款福克斯轿车为例估计相关参数,并对模型进行数值分析,验证了模型的有效性。

For exploring the impact of consumer’s perceptual bias on green operational strategies,the consumer’s green consumption utility function was adopted with consideration of three kinds of green consumption motivations comprehensively.On this basis,the operational decision models of green supply chain with consideration and without consideration of consumer’s perceptual bias were constructed respectively.The decisions of manufacturer’s green innovation efforts,the retailer’s promotion level and related pricing decisions were discussed.The result showed that the manufacturer would increase the green innovation investment with the consideration of consumers’perceptual biases by comparing with non-considering consumer’s perceptual bias,and the advertisement level of retailer depended on its unit advertising cost.Although manufacturer’s revenues or retailer’s revenues might be decreased with the consideration of consumer’s perceptual bias under certain scenarios,the supply chain performance and whole society welfare would be enhanced.By taking focus automobile for example,a numerical analysis was conducted to verify the effectiveness of the proposed method.