PurposeThis research aims to examine which cooperative contract (wholesale-price contract or cost-sharing contract) can more effectively upgrade the green degree of product and promote demand when considering consumer reference price effect under different power structures.Design/methodology/approachThis research investigates a dyadic green supply chain composed of one manufacturer and one retailer. Four Stackelberg game models with a cost-sharing contract or a wholesale-price contract are built in retailer-led and manufacturer-led scenarios, respectively. Using backward induction, the optimal green decision under each model is obtained. In addition, the optimal cooperative contract is proposed by comparing these four models.FindingsIt is found that under consumer reference price effect, a cost-sharing contract outperforms a wholesale-price contract in upgrading product greenness and promoting demand. Under any single contract, the retailer-led situation is more conducive to improving product greenness than the manufacturer-led situation. Moreover, consumer reference price effect would reduce the sharing ratio of a cost-sharing contract when the manufacturer dominates, but it could mitigate the problem of double marginalization by reducing wholesale and retail prices under both types of contracts, which would enhance consumer surplus.Originality/valueIt is a new attempt to incorporate consumer reference price effect and power structure into a green supply chain framework and proposes a novel demand function that simultaneously emphasizes consumer reference price effect, consumer environmental awareness and product green attribute. In addition, it provides managerial insights for business managers to choose green cooperative contracts with consumer reference price effect under different power structures.
In order to promote the revolution of energy production and consumption, and build a clean, low-carbon, safe and efficient energy system, the research on rural comprehensive energy service operation based on the data drive of electric power Internet of Things was put forward. In this paper, the innovation of big data technology application concept drives the integrated energy service operation management mode, and improves the service quality and operation management efficiency. Focusing on the collaborative optimization of production and consumption, the construction and management of rural comprehensive energy services will make use of technological advantages to accurately locate customers’ needs, improve service efficiency, and benefit the concept of energy green ecological construction in rural comprehensive energy development planning to build a smart energy ecosystem.
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