“…Naturally, the more qualityconscious the consumers are or the more severe the sellers' adulteration behavior revealed, the greater the negative externality is (Chen et al, 2020). For example, the greater the amount of adulterants, the easier it is for adulterated sellers to be detected, resulting in a "bad word-ofmouth effect", with some consumers boycotting the seller concerned (e.g., Ha et al, 2022), which will reduce the overall demand of the EP as well as that of other sellers. Therefore, we denote the total expected demand on the EP as 𝐷(𝑥 𝑖 , 𝑥 −𝑖 ) = 1 − 𝜌(𝑥 𝑖 + 𝑥 −𝑖 ) , where −𝑖 denotes all sellers other than 𝑖; 𝑥 −𝑖 = (𝑥 1 , … , 𝑥 𝑖−1 , 𝑥 𝑖+1 , … , 𝑥 𝑚 ) represents the decisions of other sellers, and 𝜌 > 0 measures the level of consumers' quality consciousness.…”