Research On Green Quality Level And Pricing Decision Of Agricultural Products Supply Chain Under Government Green Subsidies

With the trend of consumer upgrading becoming more and more obvious,consumers’demand for agricultural products has gradually changed from the initial satisfaction of "having enough to eat" to "having good to eat",and consumers are more inclined to healthy,safe and high-quality green agricultural products.Agricultural producers and operators produce and market quality differentiated agricultural products,such as green and regular agricultural products,to meet the differentiated and diversified demands of consumers,while increasing the competitiveness of agricultural products.However,the high investment cost of green agricultural production creates huge financial pressure for producers and to a certain extent hinders the expansion of the consumer market for green agricultural products,which relies on government policy support and incentives,such as government green subsidies.Therefore,it is important to discuss the pricing and quality decisions of agricultural products under government green subsidies for the stable operation of agricultural supply chains.By reviewing domestic and international research on quality differentiated products,green agricultural products and government green subsidies,this paper analyzed the current situation of agricultural supply chains under government green subsidies based on concepts and basic theories related to agricultural supply chains and government green subsidies,vertical differentiation theory and the Stackelberg game.The current problems of the contradiction between differentiated consumer demand and ordinary agricultural production,the difficulty in linking demand and supply of agricultural products,and the single link and target of government green subsidies are identified,and the impact of government green subsidy strategies,consumer demand for green agricultural products,quality of differentiated agricultural products and price competition on green production and marketing is clarified.Based on this,a Stackelberg game model with government green subsidies is constructed for an agricultural product supply chain consisting of a green agricultural product producer,an ordinary agricultural product producer and a retailer,to compare and analyze the green quality level and pricing decisions of agricultural products under four strategies:no government subsidies,government subsidies for green agricultural product producers,government subsidies for green consumers and double subsidies,and to further analyze the optimal government green subsidy strategy.It was found that the green quality input cost factor was negatively related to the green quality level,pricing,demand and profitability of supply chain members for agricultural products;increasing the market share of green agricultural products helped to improve the green quality level and pricing of green agricultural products,and the impact on the pricing of ordinary agricultural products depended on the threshold of the green quality input cost factor;compared with no government subsidies,the government’s green subsidy strategy can promote the production motivation of green agricultural products,improve the green quality level,pricing and demand of agricultural products,and thus improve the profits of supply chain members and government social welfare;there are differences in the government’s optimal green subsidy strategies under different subsidy targets.Based on the above analysis,management suggestions for agricultural product supply chain considering government green subsidies are put forward to promote the sustainable and stable operation of the agricultural product supply chain.