Dynamic Optimization and Coordination of Cooperative Emission Reduction in a Dual-Channel Supply Chain Considering Reference Low-Carbon Effect and Low-Carbon Goodwill

Abstract

Although the issue of cooperative emission reduction in supply chains has been extensively studied, there is little literature that considers the impact of consumers’ reference low-carbon effect and product low-carbon goodwill on their purchasing behavior in the issue of dual-channel supply chain cooperative emission reduction. In order to explore the impact of consumers’ reference low-carbon effect and product low-carbon goodwill on the balanced emission reduction decisions and profit of dual-channel supply chain members, we establish a dual-channel supply chain emission reduction dynamic optimization model, use differential game theory to solve the manufacturer’s optimal emission reduction investment and the retailer’s optimal low-carbon publicity investment strategies under four different decision scenarios, and analyze them in detail. In addition, we also design an effective low-carbon publicity cost-sharing contract to achieve coordination of the supply chain. The research results show that the equilibrium strategies of the manufacturer and retailer and the overall profit of the supply chain under the centralized decision scenario are better than those of decentralized decision scenario. When the initial reference low-carbon level is low, the online and offline reference low-carbon effects are beneficial to the manufacturer and retailer. When the initial low-carbon goodwill is high, it is beneficial for both the manufacturer and retailer to increase consumer recognition of low-carbon goodwill. When the ratio of low-carbon publicity cost sharing provided by the manufacturer to the retailer is within a reasonable range, the cost-sharing contract can reduce the double marginal effect and achieve supply chain coordination.

Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social Responsibility

“…On the one hand, manufactures have taken steps to produce products with higher green degrees. For example, Best Buy, the world’s largest home appliance retailer, saves energy and protects the environment by selling Energy Star, a product with superior energy efficiency [ 1 ]. On the other hand, retailers implement green promotion to attract consumers to purchase green products.…”

“…On the other hand, retailers implement green promotion to attract consumers to purchase green products. For example, Walmart sets up special areas in shopping malls to develop green lifestyle education promotion activities by cooperating with suppliers [ 1 ]. The above examples and numerous studies have confirmed that cooperation between manufacturers and retailers in green marketing activities has become an effective way of marketing.…”

Joint emission reduction dynamic optimization and coordination in the supply chain considering fairness concern and reference low-carbon effect

“…It is assumed that when retailers conduct low-carbon promotion, the effect of this low-carbon promotion can not only attract potential consumers to purchase the low-carbon product in the current period, but also promote consumers to purchase the low-carbon product intertemporal by establishing low-carbon goodwill for the low-carbon product. Refer to the literature [38,43] and based on Nerlove-Arrow's goodwill model, the product low-carbon goodwill function can be obtained as shown in equation (2).…”

“…Assumption 4. According to the literature [38,14], we assume that the low-carbon product's demand function is a deterministic and linear function. Products with higher low-carbon level, low-carbon promotion level and low-carbon goodwill level are most popular among consumers.…”

Fresh Food Dual-Channel Supply Chain Considering Consumers’ Low-Carbon and Freshness Preferences

“…Wang et al studied the impact of cap-and-trade regulation and consumers' low-carbon preference on the supply chain in a dual-channel supply chain [20]. Zhang and Yu explored the impact of consumers' reference low-carbon effect and the goodwill of a low-carbon product on the balanced emission reduction decisions and profit of dual-channel supply chain members, and they realized supply chain coordination by using cost-sharing contracts in a dual-channel supply chain [21].…”