Research On Green Supply Chain Pricing And Greenness Decision Considering Manufacturer Risk Aversion

In recent years,with the shortage of resources and the increasingly prominent environmental issues,upstream and downstream enterprises in various industry supply chains have undergone green transformation.Compared with traditional industrial products,green product development and production costs are high,and there is greater uncertainty in the market sales process.Faced with high cost inputs and uncertain factors,enterprises have a risk aversion mentality,which will affect their enthusiasm for green production and economic benefits.At the same time,due to differences in market position,information channels,and digital technology,there is a problem of demand information asymmetry between upstream and downstream enterprises in the supply chain,which can affect the operational efficiency of the supply chain system.As a public leadership department,the government plays an important role in guiding the market behavior of enterprises.Based on the above considerations,this article combines the risk avoidance characteristic of manufacturer and takes retailer as the information advantage to explore the decision-making problem of green supply chain enterprises under asymmetric demand information.It also considers the role of implementing government subsidies and the selection of subsidy strategies.The research content is as follows: Firstly,based on two strategies of retailers sharing and not sharing demand information,a two-level Stackelberg game model consisting of a single manufacturer and a single retailer is constructed to explore the information decision of retailer and corresponding enterprise operational decisions in different situations.And analyze the impact of demand information sharing and the impact of manufacturer’s risk avoidance characteristic.Secondly,two subsidy strategies,R&D subsidy and greenness subsidy,are set up for manufacturer who is risk averse,to explore the impact of implementing government subsidies on enterprise decision-making behaviors and profits.Finally,on the premise that the total amount of government subsidy expenditure is the same,compare the advantages and disadvantages of the two subsidy strategies from the perspectives of enterprises,consumers,and society.Research shows that:(1)Retailer actively shares demand information under certain conditions,and manufacturer obtains demand information to increase profits.Supply chain system profit will also be improved under certain circumstance.(2)Risk aversion by manufacturer can lead to a decrease in the greenness,wholesale price,sales price,and manufacturer profit.An increase in manufacturer risk aversion will increase retailer’s willingness to share demand information,but it will have a negative impact on product greenness and manufacturer profit.When consumers have high green preference and low R&D cost,it will have a negative impact on market demand scale and retailer profit.(3)The implementation of R&D subsidy and greenness subsidy can both enhance the level of product greenness,expand market demand scale,improve the economic efficiency of supply chain enterprises,and alleviate the demand information asymmetry between manufacturer and retailer.(4)When the total amount of government subsidy expenditure is the same,R&D subsidy is more favorable in terms of product greenness;In terms of market demand,corporate economic benefits,consumer surplus,and social welfare,green subsidy is better when the government subsidy is greater than a certain level,and R&D subsidy is better when the government subsidy is less than a certain level.The advantage range of R&D subsidy strategy expands with the increase of manufacturer risk aversion and market demand fluctuation.