Research On Government Guidance Policy Of Green Supply Chain Considering Consumer Preference

Green supply chain is also known as environmental supply chain.It aims to make the products exert the least side effects on the environment and the highest resource utilization rate in the whole supply chain operation process.At present,the global manufacturing industry is facing a new situation that the public demand for environmental-friendly products is rising rapidly,which brings new challenges to the operation and management of the green supply chain.If the enterprises in the green supply chain only take the maximization of their own profits as their goal to make behavioral decisions,it will often conflict with the goal of maximizing the overall social welfare.Therefore,the government needs to formulate appropriate policies to promote enterprises to adopt greener technology to meet the growing social needs.In view of the government policy issues in the green supply chain management of single enterprise,the government needs to formulate appropriate policies to promote the adoption of greener technology,considering the rapid growth of social demand for environment-friendly products.This paper studies the government’s guiding policies from the perspective of supply chain.The government makes policies(tax or subsidy)to maximize social welfare,while enterprises determine the green degree of products,affect consumers’ choice behavior,and then affect their own needs.There are three main findings: first,if consumers are quite sensitive to the green degree of products,the cost of greening is high,or the negative impact of carbon emissions is large,the government should adopt tax policy.Second,no matter what policies(tax or subsidy)the government adopts,in order to obtain subsidies or reduce taxes,companies will adopt more environmental-friendly technologies.Finally,the less sensitive the consumer is to the green degree of the product,or the lower the green cost,the higher the consumer’s surplus.This paper considers the case of a single enterprise in the green supply chain.When there is competition in the supply chain,the decision of green degree and price of enterprises in the green supply chain management will become more complex.On the basis of previous research,this paper extends the green supply chain to the competitive environment and analyzes the optimal product greening level and price decision of competitive enterprises in the presence and absence of government policies.The main conclusions are as follows: in the competitive environment,enterprises with lower greening cost will provide products with higher greening level under government tax or subsidy policy. When the greening cost of competitors increases,the greening level of products provided by enterprises increases,so as to improve the difference of products.In addition,under greater government penalties or subsidies,enterprises with lower greening costs provide more environmental-friendly products than their competitors,so as to gain more in government environmental policies.Based on the existing research,this paper constructs a green supply chain model including government and enterprises,in order to provide theoretical support and practical guidance for government policy-making in green supply chain management and its impact on enterprise decision-making in green supply chain management,so as to maximize the overall social welfare.