Research On A Closed-loop Supply Chain Pricing Decision Model Considering Consumers' Green Preferences

With the successive promulgation of national environmental protection policies and the improvement of people's education level,the consumers' awareness of environmental protection has become stronger and stronger,and when they purchase products,they are inclined to purchase green products.At the same time,with the improvement of people's living and income level,the quantity of the waste items is increasing year by year,which undoubtedly caused a great burden and pollution to the environment.In response to this problem,consumers and enterprises have begun to participate in and implement the recycling of waste products and the recycling of materials in order to alleviate environmental pollution problems.The new supply chain management model of closed-loop supply chain came into being.Facing the increasing consumer awareness of environmental protection,the price of common products and environmentally friendly products has become one of the important decisions of supply chain enterprises.And how consumers' green preferences affect the pricing decisions and profit levels of enterparises in closed-loop supply chains has also become the focus of current research.Firstly,staring from the perspective of considering consumers' green preferences,the centralized decision-making model and the decentralized decision-making model are built,in which the two-stage closed-loop supply chain system consisting of a green product manufacturer and a retailer,to determine the optimal price and green degree in these two models.Besides,analyzing and comparing the impact of consumer's green preference on the price of products and the profit of the system supply chain,and verify the results by numerical simulation.This model lays the foundation for the follow-up research of this paper.Secondly,based on the first model,a competitive closed-loop supply chain system is established,which consist of a green product manufacturer,a commonproduct manufacturer,and a retailer.The optimal pricing and green level in the centralized decision-making and the decentralized decision-making are determined respectively,and the impact of consumers' green preference,green investment coefficient and manufacturers' competition intensity on the selection of products and the profit of each node enterprise is explored,and verify the results by numerical simulation.Lastly,based on the second model,considering the government's subsidy for green products based on greenness,the government's subsidized manufacturers were constructed for a secondary closed-loop supply chain consisting of a green product manufacturer,a common product manufacturer and a retailer.The production decision model of the government subsidize consumers,and analyze the impact of consumers' green preferences,greenness,subsidy intensity and other factors on the production decision of closed-loop supply chain.At the same time,the effect of the two subsidy policies is compared by numerical simulation.