Green Product Strategy Considering Behavior Preference Under Government Subsidies

In September 2020,China explicitly proposed the goal of "achieving peak carbon dioxide emissions by 2030 and achieving carbon neutrality by 2060",which is a major goal for China to address climate change.Achieving "carbon peak and carbon neutrality" is related to the overall and long-term strategy of China’s economic and social development,and requires the joint efforts of the entire society.Corresponding to "carbon peak and carbon neutral",it is to promote the development of green economy.This requires the active efforts of governments,enterprises,and consumers.In March 2020,23 departments including the National Development and Reform Commission jointly issued the "Implementation Opinions on Promoting Consumption Expansion,Capacity Improvement,and Quality Improvement to Accelerate the Formation of a Strong Domestic Market",proposing to promote green consumption.At the same time,the government encourages a number of enterprises to carry out green upgrading and transformation,such as the Chinese electrical appliance manufacturer Gree Group to produce fluorine-free air conditioners.Green consumption has already entered the public’s perspective.From the increasing proportion of green consumption and the continuous development of the green economy,it can be seen that consumers have a constantly improving awareness of green consumption and have a certain preference for green product consumption.Accelerating the achievement of carbon neutrality goals,reducing carbon emissions,and producing green products is a way to achieve a green economy.Behavioral preferences and government subsidies are the main factors that affect corporate decision-making.In this case,taking green products and ordinary products as research objects,it is worth studying from the perspective of green preference and government subsidies.The main objectives are to study whether enterprises have a strong incentive to produce and sell green products,and whether consumers have a strong desire to buy green products.Further refining the research objectives,through combing the actual situation and literature of enterprises,specifically studying the production and sales strategies of behavior preferences and government subsidies for green products for enterprises.Therefore,this paper studies green product strategies considering behavioral preferences under government subsidies.From the perspective of enterprises,the supply chain pricing decision-making and coordination issues in the case of green products and government subsidies will be studied.Specifically,consumer green preferences among behavioral preferences are selected for research.When considering whether there are government subsidies or not,analyze the impact of consumer green preferences on green products and corporate profits,and further study the impact of different ways of government subsidies on green products and corporate profits based on consumer green preferences.Research has found that behavioral preferences affect green product production,sales,and consumption strategies.Therefore,it is necessary to fully pay attention to consumer behavior preferences and expand green demand;The way government subsidies affect the production,sales,and consumption strategies of green products,and implement government subsidies in a reasonable manner to achieve a win-win situation for all parties;The distribution of shelf space affects the production,sales,and consumption strategies of green products,and reasonably divides shelf space to promote green production.To achieve sustainable development of the green economy.