Optimal Financing Strategy in a Capital-Constrained Supply Chain with Retailer Green Marketing Efforts

Zhang, X; Xiu, Guoyi; Shahzad, Fakhar; Duan, Yupeng

doi:10.3390/su13031357

Cited by 19 publications

(10 citation statements)

References 55 publications

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“…Leading retailers should take effective measures to promote green marketing among firms and to increase the market demand for low-carbon products, thereby forming a virtuous low-carbon circular economy. This conclusion differs from the optimal decision of the manufacturer-led green supply chain in that the wholesale price is impacted by green sensitivity [22,59,68].…”

Section: Property3 the Influence Of Green Sensitivity On Firm Decision-makingcontrasting

confidence: 57%

Green Supply Chain Pricing and Performance: a Fairness Preferences and Green Marketing Perspective

H¹,

Zhong²,

Zhang³

2021

Preprint

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This study investigates optimal decisions in a green supply chain consisting of a manufacturer and a leading retailer considering the green marketing and fairness preferences of member firms. Four Stackelberg game decision models are constructed in which the manufacturer and the re-tailer engage in green marketing separately when the manufacturer has no and has fairness preferences. The impacts of fairness preferences and green marketing on the optimal decision in the green supply chain are comparatively analyzed. The study finds that member firms perform green marketing regardless of the presence or absence of fairness preferences and that such be-havior increases the wholesale price, retail price, and market demand of low-carbon products as well as the profits of member firms and the supply chain. A more interesting finding is that the profit growth of member firms and the supply chain due to the manufacturer’s green marketing is more pronounced than that due to the retailer’s green marketing. When the retailer and the manufacturer engage in conduct green marketing, the manufacturer's fairness preferences have different effects on the wholesale price, retail price, market demand, level of green marketing efforts, member enterprises and profits of supply chain. Therefore, firms should consider the impact of green marketing and fairness preferences to make pricing and performance decisions, so as to achieve efficient operation of the whole supply chain and avoid double marginal effects. Finally, the above conclusions are verified through numerical simulation, providing a reference for the decision-making of member firms in the green supply chain.

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Section: Property3 the Influence Of Green Sensitivity On Firm Decision-makingcontrasting

confidence: 57%

Green Supply Chain Pricing and Performance: a Fairness Preferences and Green Marketing Perspective

H¹,

Zhong²,

Zhang³

2021

Preprint

Self Cite

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show abstract

“…Retailers’ access to green finance means that retailer has enough funds available to take the necessary steps to produce, sell, and promote green products (Zhang et al 2021 ). To undertake green marketing or distribution of green products, it is vital that financing is available for retailers.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

The influence of green finance availability to retailers on purchase intention: a consumer perspective with the moderating role of consciousness

Firdousi

Obrenovic

et al. 2023

Environ Sci Pollut Res

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As the global warming crisis is increasing daily, it is crucial to find ways to reduce the carbon footprint generated by activities like the production, consumption, and distribution of goods and services. This empirical study has looked at one approach through which environment-friendly production and consumption can be encouraged. The developed model has studied the relationship between retailers’ access to green finance and consumer purchase intention of green products by incorporating the role of environmental, status, and future consciousness. Theoretical foundations for this model have been taken from the theory of planned behaviour (TPB) and theory of reasoned action (TRA), which have extensively discussed the role of consciousness and societal norms while making purchase intentions. To gain insights about the purchasing behaviour of consumers, this study collected data from the Jiangsu province of China, where a non-probability convenience sampling technique was used to distribute a questionnaire to 400 respondents between February 2022 and August 2022. The collected data was analysed using Structural Equation Modeling (SEM) in SmartPLS in order to study the relationship between independent and dependent variables. Results of this study show that retailers’ access to green finance positively impacts consumer purchase intention towards green products, and adding a consciousness perspective in the model strengthens this relationship. Moreover, the theory of planned behaviour and the theory of reasoned action were validated through this study, providing insights for policymakers on the importance of promoting green finance to influence green product purchase intention. Overall, this study shows that policymakers should give green financing to retailers and environmental and future awareness to consumers to encourage environment-friendly behaviour.

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“…Hua et al [8] analyzed the financing and ordering strategies of the retailer under option contracts, and found that the retailer always tends to raise capital from the supplier. Cao et al [27] and Zou et al [28] examined the influence of low-carbon production on supply chain financing decisions and found that the manufacturer's low-carbon production will not affect enterprises' financing decisions. Zhang et al [29], Zhang et al [30], and Yang et al [31] studied the financing strategy selection of a single-channel supply chain and found that trade credit leads to financing equilibrium under certain conditions.…”

Section: Supply Chain Financingmentioning

confidence: 99%

Dual-Channel Supply Chain Financing Operation Strategy Considering Free-Riding Effect under Different Power Structures

et al. 2022

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This paper considers a dual-channel supply chain consisting of a manufacturer and a capital-constrained retailer, where the retailer makes certain sales efforts and the manufacturer may hitch a ride on the retailer’s sales efforts. Deferred payment and bank loan financing models under Retailer- and Manufacturer-Stackelberg settings are established, respectively. The equilibrium price and sales effort strategies of both sides of the supply chain under two power structures and financing modes are obtained by the backward solution method, and then the influence of free-riding behavior and financing interest rate on equilibrium strategies is explored, as well as how the power structure affects the financing decisions of enterprises. The results show that deferred payment is more conducive to retailers’ sales effort and order volume, which is the optimal financing model for the retailers under each power structure. Power structure affects the initial capital threshold of retailers and the manufacturers’ financing decisions. The impact of free-riding behavior and financing rate on equilibrium prices exists and varies, depending on the power structure and financing model. Numerical simulation results show that manufacturers should give priority to publishing price strategies, while retailers should decide whether to give priority to publishing price strategies according to financing mode and cross-price sensitivity. This paper’s findings can provide valuable guidance for decision-making in financing, price, and sales effort for the capital-constrained dual-channel supply chain.

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Optimal Financing Strategy in a Capital-Constrained Supply Chain with Retailer Green Marketing Efforts

Cited by 19 publications

References 55 publications

Green Supply Chain Pricing and Performance: a Fairness Preferences and Green Marketing Perspective

Green Supply Chain Pricing and Performance: a Fairness Preferences and Green Marketing Perspective

The influence of green finance availability to retailers on purchase intention: a consumer perspective with the moderating role of consciousness

Dual-Channel Supply Chain Financing Operation Strategy Considering Free-Riding Effect under Different Power Structures

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