The Impact Of Consumer Environmental Preference And Corporate Social Responsibility On The Pricing Decisions Of Supply Chain

The key to the business success depends on the correct understanding and analyzing consumer preference behavior,and considering consumer environmental preference and corporate social responsibility(CSR)into the supply chain decisions,which is the focus of companies and researchers.As the environmental problems are increasing,and global consumers? environmental protection awareness is also increasing,which leads to the growth of green purchase and green initiatives.So enterprises are facing with the pressures from these consumers and government about protecting environment,and they gradually implement CSR.Moreover,as the network technique develops rapidly,consumers can easily access product information to improve their rationality.Based on these analyses mentioned above,how to make strategic decisions for enterprises considering consumer behaviors and CSR is the subject of this study.The main research contents of this paper are as follows:Firstly,the third chapter introduces the consumer perceived green value into supply chain decisions,and analyzes the pricing decisions for a two-stage supply chain considering the uncertainty of consumer environmental preference and consumer perceived green value.In the two-stage supply chain framework consisting of a manufacturer and a retailer,this chapter builds the Stackelberg game model to discuss the impact of consumer environmental preference and consumer perceived green value on the decisions of integrated and decentralized supply chain.Secondly,there are two sections in the forth chapter,that is the research on supply chain pricing decisions considering consumer environmental preference and reservation utilities,and the impact of consumer bounded rationality on the two competing firms.In the first section,the author introduces consumer?s willingness to pay green products into the supply chain decision model,and divides the market into four segmentations according to a two-dimensional matrix,and then discusses the impact of consumer?s willingness to pay green products and green degree of product on supply chain decisions under the different market segmentations.Moreover,this chapter also discusses the impact of the bargaining between manufacturer and retailer on their decisions.In the second section of the forth chapter,author follows S)1(and KS)(models to analyze the impact of consumer bounded rationality on the strategic decisions,such as pricing and production capacity,in consideration of consumer bounded rationality and environmental preference.Note that the third,forth and fifth chapters of this paper study the problems of supply chain decisions in terms of consumer environmental preference.Then this paper will introduce CSR into the supply chain decisions from chapter 6,and combine consumer environmental preference and CSR in chapter 7.The sixth chapter analyzes the impact of government incentive on the two competing supply chains under the perspective of CSR.Considering the asymmetric information between the government and supply chains,between manufacturer and retailer,this chapter builds the Stackelberg game model to solve the problem of the two competing supply chains decisions under the government regulations.The conclusions show that only when the tariffs set by the government and the impact of products on environment meet certain conditions,supply chains can get a long-term survival in the competitive market.there are significant impacts of different governmental policy of social responsibility and environment protection on the financial revenue and the profits of the competing supply chains and their members.This paper validates the results through a case of Photovoltaic industry from the perspective of CSR.Chapter 7 simultaneously introduces CSR and consumer environmental preference into supply chain contract design model,and discusses the design of CSR contracts of supply chain in consideration of consumer environmental preference.This chapter compares the whole sale price contract and green revenue sharing contract.The results indicate that under certain conditions,manufacturer and retailer are willing to implement CSR.Finally,this paper studies the return ratio,consumer environmental preference,and CSR effort level of manufacturer on supply chain decisions.The main innovations in this paper can be expressed as follows:(1)This paper considers the uncertainty of consumer environmental preference and perceived green value in a two-stage supply chain providing green and traditional products,and discusses the decisions of the integrated and decentralized supply chain,and analyzes the impact of consumer environmental preference and perceived green value on the pricing decisions of the two-stage supply chain.(2)This paper builds a two dimensional consumer utility model and divides the market into four segmentations based on this model in consideration of consumer environmental preference.This paper solves the pricing decision problems of the integrated and decentralized supply chain under the four market segmentations.This study introduces consumer bounded rationality into the decision model of the two competing firms,and discusses how consumers make purchase decisions considering their bounded rationality,and then analyzes the impact of this bounded rationality on the two competing firms? dynamic decisions about price and production capacity.(3)This paper systematically consider tariffs,environmental impact and product competition under asymmetric information,and discussed what conditions are satisfied,enterprises can survive in the competitive market for a long term,and the government can achieve optimal revenue according to different policy orientations.(4)This paper introduces CSR into supply chain contract design considering the uncertain of consumer environmental preference,and discusses the relationship among CSR effort level,consumer environmental preference,and return ratio of green revenue,and analyzes the conditions where supply chain members are willing to accept green revenue sharing contract.