The Cultivation Behavior Of Consumer Environmental Awareness And Pricing Decision In Supply Chain

With the continuous deterioration of the global environment,people’s environmental awareness is gradually increasing,and the government has put forward various policies for environmental protection;Great changes have taken place in consumers’ consumption concept,especially the green consumption concept of environmental sustainable development has been formed.Each enterprise has also established a good environmental awareness,and they actively cultivate consumers’ environmental awareness for environmental protection.Therefore,from the perspective of supply chain,this thesis studies and compares the behavior of retailers and manufacturers in cultivating consumers’ environmental awareness and the influencing factors of pollutant emission reduction,which provides a basis for enterprises to better cultivate consumers’ environmental awareness.The main research contents include: aiming at the supply chain composed of a manufacturer,a retailer and consumers,a stackelberg game model is established,in which the manufacturer takes the leading position and invests in emission reduction.When only the manufacturer’s CEA cultivation behavior is considered,the optimal pricing decision under this model is calculated,including wholesale price,retail price,manufacturer’s consumer environmental awareness cultivation behavior level and total pollutant emission reduction.Then,from the perspective of supply chain system,this thesis studies the influence of five factors,such as price sensitivity,CEA cultivation sensitivity,marginal cost of CEA cultivation investment,environmental protection tax and emission reduction per unit pollutant,on the environmental awareness cultivation behavior of manufacturers and consumers and pollutant emission reduction.When only the retailer’s CEA cultivation behavior is considered,the optimal pricing decision under this model is calculated,including wholesale price,retail price,retailer’s consumer environmental awareness cultivation behavior level and total pollutant emission reduction.From the perspective of supply chain system,this thesis studies the influence of five factors,such as price sensitivity,CEA cultivation sensitivity,marginal cost of CEA cultivation investment,environmental protection tax and unit pollutant emission reduction,on retailers’ environmental awareness cultivation behavior and pollutant emission reduction.Finally,by comparing the sensitivity of consumers’ environmental awareness cultivation behavior and pollutant emission reduction of supply chain manufacturers and retailers to five factors,such as price sensitivity,CEA cultivation sensitivity,marginal cost of CEA cultivation investment,environmental protection tax and emission reduction per unit pollutant,the differences of consumers’ environmental awareness cultivation behavior in different game models are obtained,and the conclusions are verified and observed by numerical analysis and sensitivity analysis.It is found that in order to encourage manufacturers and retailers to cultivate consumers’ environmental awareness,the cultivation behavior level and pollutant emission reduction of manufacturers and retailers in the supply chain can be improved,so the unit pollutant emission reduction,environmental protection tax,price sensitivity,marginal cost of CEA cultivation investment and CEA cultivation sensitivity can be appropriately increased.Under the influence of various factors,retailers are encouraged to cultivate consumers’ environmental awareness,because retailers’ CEA cultivation behavior and pollutant emission reduction are always more sensitive to various factors than manufacturers.