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Purpose This paper aims to explore how upstream supply chain companies will control the carbon emissions and price decisions of products when the government implements environmental tax policy on consumers. It provides some suggestions to control carbon emissions for the government and manufacturers. Design/methodology/approach This study establishes two-echelon Stackelberg game models with and without the implementation of environmental tax policy on consumers in a centralized scenario and a decentralized scenario. Through the comparative analysis of the four models, the optimal emission abatement and pricing strategies are obtained. Findings This paper concludes that implementing environmental tax policy on consumers within the market’s acceptable range is more beneficial to the retailer and the environment, as well as the overall social welfare, except for the manufacturer. Moreover, consumer’s low-carbon preference always has a broader impact on carbon abatement and corporate profits than environmental tax coefficient. Finally, the side-payment self-executing contract can effectively ensure that the supply chain members make rational decisions spontaneously while achieving a win-win solution of centralized scenario. Originality/value This paper first considers how the government’s environmental tax policy on consumers will affect the decision-making of supply chain companies, and proposes an improved side-payment self-enforcing contract to maximize environmental and economic benefits of centralized scenario. In addition, it provides a reference for the government to adopt both the carbon cap policy and the environmental tax policy.

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Green financing is an effective means to encourage small and medium-sized enterprises (SMEs) to improve environmental efficiency in their operations. This paper studies two financing strategies of a carbon-dependent manufacturer in an e-commerce supply chain, which are called bank credit and cost-sharing with third-party platform that provides a marketplace. The optimal carbon emission reduction (CER) level, selling price, and service level are investigated. It turns out that the participants’ profits and environmental benefit under two financing strategies are higher than those without financing. In addition, when the commission provided by the platform is low, the manufacturer is more inclined to bank credit, and when the commission is high, it is more sensible to share CER cost with the platform. The impact of government service supervision policies on corporate decision-making is further explored. The results prove that setting an appropriate service threshold and reward-penalty factor is not only conducive to incentivizing the platform to improve service level but also beneficial to the environment and overall social welfare. This paper provides cooperation strategies for manufacturers in green financing in the e-commerce supply chain and provides policy recommendations for the government to implement e-commerce service regulation and promote CER.

In view of the financing dilemma of green innovation of manufacturers in the e-commerce supply chain, we build a strategy evolution game model between manufacturers and e-commerce platforms and describe the dynamic evolution law of manufacturers choosing green innovation and platforms choosing green financing. Combined with numerical simulation, the factors affecting green innovation and green financing decisions are analyzed and strategic suggestions are put forward. The conclusions are as follows: (1) There is a unique evolutionary equilibrium strategy for dynamic behavioral decision-making between manufacturers and e-commerce platforms; (2) Green innovation and green financing are beneficial to both players of the game; (3) Whether the platform provides green financing services for manufacturers is affected by factors such as commissions, additional benefits brought by green innovation or green financing, and financing amounts. This paper enriches the research on green strategies for e-commerce supply chains, provides suggestions for green innovation and financing cooperation between e-commerce platforms and manufacturers, and further promotes the green development of the manufacturing industry.