| China has put forward two targets of “carbon peak” and “carbon neutral”regarding carbon emissions.Under the pressure of these targets,enterprises actively practice green innovation and develop green products.However,enterprises need to invest a lot of costs to develop green products,and they may also face the uncertainty of product demand and even the risk of product development failure.In fact,enterprises may also have risk-averse behavior due to the large investment of in green product development,even though they have strong dominance in the supply chain.However,the followers have relatively weak power and their status is not equal to that of the leaders,so they not only pay attention to their own profits,but also concern about the fairness of profit distribution of all parties in the supply chain.Therefore,this thesis constructs a green supply chain composed of a manufacturer and a retailer,and designs two scenarios for the manufacturer and retailer to develop green product respectively,and considers the influence of the risk-averse behavior of the leader or the fairness concern behavior of the follower.The specific content includes the following two aspects:First,the risk-averse behavior of the enterprise investing in green product development is considered,and the two scenarios where the manufacturer or the retailer is the leader of green product development respectively are designed.Then the equilibrium solutions in the two scenarios are solved and compared,and the reasons for the comparison results are analyzed.Besides,the influence of the combination of the risk-averse behavior factor and demand uncertainty on equilibrium solutions are explored.Numerical experiments compare the total profit and social welfare of supply chain in the two scenarios.Secondly,based on the above two scenarios,the followers have fairness concern behavior are considered,and the equilibrium solutions under the two scenarios are solved and compared.Then the influence of the fairness concern behavior factor on decisions and profits of the supply chain is discussed.Numerical experiments analyze the influence of fairness concern factor on the total profit,the proportion of member profits and social welfare.In the first part of the research,the results show that,the product greenness and leader’s profit are always higher when the manufacturer undertakes green product development,while other comparison results are affected by some parameters like green development cost coefficient.The risk-averse behavior factor and demand uncertainty have a negative impact on most decisions and profits,but the influence on the rest of the equilibrium results is also affected by the green development cost coefficient.Numerical experiments show that,in most cases,the total profit of supply chain is higher when the retailer undertakes green product development,while the social welfare is higher when the manufacturer undertakes it.In the second part of the research,the results show that product greenness,leader profit and supply chain total profit are always better when the manufacturer leads green product development,while the comparison results of other equilibrium solutions are affected by some parameters like green development cost coefficient.The fairness concern behavior factor has a negative impact on most decisions and profits,but the impact on other equilibrium solutions is also related to the green development cost coefficient.Numerical experiments show that the behavior factor of fairness concern can improve the profit proportion of decision makers so that they can perceive fairness.Although the fairness concern behavior factor has a negative impact on the total profit and social welfare under both scenarios,they are always higher and are less affected by the fairness concern behavior factor when the manufacturer leads the green product development.This thesis has a good theoretical and practical significance for enterprises to develop green products in the supply chain. |
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