Research On Green Production Certification Standards Under The Background Of Two-stage Manufacturing Supply Chain

With the increasingly prominent environmental problems such as haze,water pollution and so on,people feel the importance of environmental protection,and the willingness to pay for environmental protection products has gradually increased.From the perspective of long-term development and social responsibility,enterprises are also willing to reduce pollution emissions and produce more environmentally friendly products.However,the self declared product green level of enterprises often lacks credibility,and the amount of payment consumers are willing to pay for the green products of enterprises may be lower than the expectation of enterprises.In order to improve consumers’ recognition of the product green level,enterprises often carry out certification of the product green level.In this context,based on the principle of voluntary certification of enterprises,how should the government formulate appropriate green standards,so as to achieve the dual purpose of stimulating enterprises’ certification willingness and improving the level of green production?In view of the above problems,a game model of three parties(government,supplier and manufacturer)is established based on the consideration of consumers’ environmental awareness and corporate reputation.Among them,the government formulates green standards,based on the principle of voluntary certification of suppliers,and considers whether to carry out green standards certification on the basis of the best economic benefits.According to the two cases of green standard certification and non certification,the paper compares and analyzes the impact of the best green standard on the supply chain revenue and environment under the two environmental protection strategies of maximizing the supply chain revenue and maximizing the supply chain environmental protection revenue.The results show that:(1)the government can always establish a reasonable green certification standard to make the supply chain enterprises willing to carry out certification,and achieve the dual purpose of improving the performance of the supply chain and reducing pollution emissions;(2)the impact of enterprise reputation on the level of product green is regulated by the environmental awareness of consumers;(1)when the environmental awareness of consumers is low,the enterprises with high reputation tend to provide green Low level products;(2)when consumers have a higher awareness of environmental protection,enterprises with a lower reputation tend to provide products with a higher level of green;⑶ the best product green certification standard and product price with the goal of maximizing environmental protection benefits are higher than the product green standard and product price with the goal of maximizing supply chain benefits,while the supply chain benefits and pollutant emissions are higher This is the opposite.And with the improvement of enterprise reputation,the gap of the best product green certification standard of the supply chain under the two environmental protection strategies is gradually narrowing.