Research On Supply Chain Green Decision-making Considering Retailer's Behavior Factors Under Different Chain Structures

Due to the scarcity of resources,the increasing demand of consumers for green products and the government's policy guidance on green production and green consumption,making a green input has become a necessary means for enterprises to improve resource utilization,reduce production costs and enhance their competitive advantages.With the continuous development of the society,more and more individualized needs of the public and faster product replacement lead to enterprises facing the great risk of market uncertainty.A large number of experimental economics studies have shown that companies not only care about risks in the decision-making process,but also pay attention to the fairness of income distribution.On the basis of the traditional supply chain,it is a hot research topic to consider the influences of behavior factors such as supply chain participants' risk and fairness preference on participants' decision-making.In view of this,under different supply chain structures,considering the influences of retailer's fairness preference and risk aversion on the level of green input and product pricing,a master-slave game model between manufacturer and retailer is constructed in this paper,in which manufacturer is the dominant one.Game theory and numerical simulation methods are used to analyze the trend of the changes of green inputs,product's wholesale price and retail price of product as a result of changes in retailer's fairness preference and risk aversion in different chain structures.The main findings are as follows:First of all,in the single-channel supply chain,the manufacturer makes green inputs to increase the potential demand of the market.As the risk aversion of retailer's increases,the level of green inputs,the wholesale price of products,and the utility of manufacturers increase.The influence of retailer's risk aversion on the retail price of product is closely related to the green input capabilities of the manufacturer.The fair preference of retailer's always negatively influences the wholesale price of product,the retail price,the utility of manufacturers,and it is not conducive to the manufacturer's green input.When the retailer has both behavioral factors,one of the behavioral factors can change the degree of influence of another behavioral factor on the decision-making and utility of the participant.Among them,as the retailer's degree of risk aversion increases,the influence of fair preference on self-utility gradually changes from the initial positive influence to the negative influence.Second,there are two retailers in a competitive state.The competitor's utility is taken as a fair reference point.The two situations that the manufacturer considers and does not consider retailer's behavioral factors are discussed respectively in the paper.The results show that under the retailers' competition,when manufacturers do not consider retailer's fairness preference and risk aversion,product's prices are both negatively correlated with the two factors.When manufacturer considers retailer's fair preference and risk aversion psychology,the input of green and the utilities of participants in the supply chain will be improved.The wholesale price of products and the input level of green input both increase with the increase of two kinds of factors,and as the risk aversion increases,the impact of fair preference gradually on decisions decreases.The relationships between retail prices and retailer's fairness preference and risk aversion are related to the manufacturer's green cost coefficient.In addition,the competitiveness of retailers can increase the decision-making level of supply chain participants.Finally,considering retailer's fairness preference and risk aversion affect the decision-making of both parties under the dual-channel supply chain,in which manufacturer reduces production costs through green inputs.The study finds that increased retailer's fairness preference will lead the manufacturer to reduce product wholesale price and the level of green input.And the increasing of retailer's risk aversion will cause manufacturer to increase product wholesale price and green input levels.The change in the direct selling price is same with and the retail price of the product under the influence of the retailer's behavioral factors,which increase with the reduction of risk aversion and the increase of fairness preference.And the retail price changes more significantly.In addition,the effect of risk aversion on the retailer's utility is greater than the effect of the retailer's fair preference.The increase in the degree of competitiveness of the channels has led to an increase in the wholesale price of product,direct selling price,retail price,and green input.