Research On The Optimal Decisions Of The Green Supply Chain Considering Customer Behaviors Under The Advance Selling Strategy

Recently,the consumer environmental awareness has been increasing,and the purchasing behavior has been more and more rational.In order to take an active advantage in the competitive market,a growing number of enterprises lanuch their green products online with the advance selling strategy.In the pre-sale mode,facing the complex and variable purchasing behavior of consumers,how to reasonably decide the price and environmental level of the green product to obtain the optimal benifits has become a key issue for all members in the green supply chain.In order to solve this issue effectively and promote the development of green supply chains,this paper aims at a green supply chain system composed of a green manufacturer,a traditional manufacturer and a retailer,and use utility theory and game theory as the theoretical basis.From the perspective of customer behaviors(including myopic behavior,strategic behavior,as well as myopic and strategic behavior),according to different supply chain decision-making cases(including centralized and decentralized decision-making)and different contract mechanisms(including wholesale prices,cost sharing,revenue sharing,revenue and cost sharing contract),it establishes the specific decision models and then studies the optimal decisions of the green supply chain considering customer behaviors under the advance selling strategy.The conclusions are given as follows:(1)When customers in the market are myopic,the optimal environmental level of the green product,as well as the optimal profits of the whole green supply chain,retailer and green manufacturer will increase with the degree of the consumer preference to the online channel and the sensitivity of the consumer to the environmental level,while decrease with the influence coefficient of the environmental protection investment.In addition,the optimal environmental level of the green product and the optimal profit of the whole green supply chain are the highest in the centralized supply chain decision-making.However in the decentralized supply chain decision-making,the revenue sharing contract is a compromise for all members.(2)When customers in the market are strategic,the green manufacturer will improve the optimal environmental level of the green product to cope with the strategic waiting behavior.Additionally,the utility of the product is greater,the price that customers are willing to pay is higher.As a result,the optimal environmental level of the green product and optimal profits of the retailer and the green manufacturer will increase with the product valuation discount.Moreover,between the cost sharing contract and the revenue sharing contract,the retailer tends to choose the former but the green manufacturer prefers to choose the latter.(3)When customers in the market coexist with myopic and strategic behavior,the optimal environmental level of the green product will decrease with the proportion of myopic customers.As the increasing of myopic customers in the market,the optimal profits of the green manufacturer and traditional manufacturer will increase,while the optimal profit of the retailer will decrease.In the case of decentralized supply chain decision-making,the revenue and cost sharing contract is the best choice for the retailer and the green manufacturer,while the wholesale price contracts can bring higher optimal profits to traditional manufacturers.