Low-carbon Supply Chain Coordination Considering Customers’ Low-carbon Preference

The issue of global climate change has become the focus of attention of the entireinternational community, a large number of scientific studies have shown that carbondioxide and other greenhouse gases are the main cause of global warming, and thewarming of the climate in turn affects the survival of human beings and its futuredevelopment. In order to effectively control the emissions of carbon dioxide and othergreenhouse gases, a new economic model called low-carbon economy which is basedon "low power","low pollution","low emission" is proposed and been vigorouslyadvocated. The so-called low-carbon economy refers to the mode of economicdevelopment in a low carbon emission, and its essence is to improve energy efficiencyand create clean energy structure, its core is technology innovation, system innovationand the transformation of the concept of development.With the development of low-carbon economy and the growing environmentalawareness of consumers to strengthen gradually formed customers’ low-carbonpreference, and whether consumers choose low-carbon products are also largely affectthe company’s products and product decisions operations. So in order to achievesustainable development, managers must pay more attention to consumer preferencefor low-carbon has triggered changes in market demand, standing in the supply chainlevel of analysis developed product decisions, and to guide the purchase decisions ofconsumers and downstream related bargain.Based on the theory of the consumer’s purchasing behavior, this thesis analysesthe consumer buying behavior patterns in a low carbon economy mode and points outthat the change of customer’s purchasing behavior in the new economic mode. andthen from one aspect of corporate social responsibility——the impact on consumersof low-carbon performance to start, the basic idea of using game theory, the supplychain under asymmetric information, signaling a low-carbon system sales Allianceprinciples studied. With the improvement of customers’ low-carbon awareness, Thecustomers’ demand function will be relevant to price, quality and carbon emissions.Retailers possess complete information about customers’ low-carbon preference thatcan format their Buyer countervailing power since they are close to the terminalmarket. This thesis analyzes the bargaining game about low-carbon products’wholesale price between manufacturers and retailers when manufacturers haven’t complete information about the customers’ demand function, then analyzes thebargaining game about profit distribution factor when retailers share the informationwith manufacturers, this thesis draws a conclusion that how the manufacturers’predictive ability about retailers acceptable price affects the revenue function of bothsides.