成本分担契约下绿色供应链的环境标签策略选择研究

考虑自贴与认证两种环境标签策略，研究由一个制造商与一个零售商构成的绿色供应链的环境标签策略选择问题，并进一步分析成本分担契约对绿色供应链决策的影响。研究表明，当消费者绿色意识或信任度提高时，制造商与零售商的绿色努力水平均会提升，但消费者绿色意识的增强对制造商并不是总是有利的，认证标签策略下制造商的利润会随消费者绿色意识的增加而下降；从标签选择来看，制造商总会倾向于选择自贴标签策略，尤其在制造商成本分担契约下可获得最高利润，但零售商在认证标签下的利润反而更高；从契约协调的效率来看，成本分担契约可以提高供应链的绿色努力水平，促使制造商利润与整个社会福利的增加，但对零售商的利润并不一定有利，尤其在认证标签策略下，成本分担契约将会失效，而在自贴标签策略下，零售商成本分担契约可以实现对供应链的协调；从社会总福利来看，只有在消费者环境意识、信任度以及认证成本均较高时，自贴标签策略下的社会福利会高于认证标签策略，否则认证标签策略会更优。

Environmental Labeling Strategy Selection of Green Supply Chain Under Cost Sharing Contract

Environmental labeling is an important way to help companies declare the green quality level of their products. The self-posting and certification environmental labeling strategies are considered, the environmental labeling strategies selection of a green supply chain consisting of one manufacturer and one retailer is studied, and further the impact of cost-sharing contracts on green supply chain decisions is analyzed. Research shows that when consumers’ green awareness or trust increases, the green effort level of manufacturers and retailers will increase, but the increase in consumer green awareness is not always beneficial to manufacturers. Under the certification label strategy, the manufacturer’s profit will decrease with the increase of consumers' green awareness. From the label selection, the manufacturer will always choose self-labeling strategies, especially under the manufacturer’s cost-sharing contract, the highest profit will be obtained, but the retailer’s profit under the certification label is higher. Comparing the efficiency of contracts, all cost-sharing contracts can increase the level of green efforts in the supply chain and promote the increase of the manufacturer’s profits and overall social benefits, but they are not necessarily beneficial to the retailer’s profits. Especially in the certification labeling strategy, the cost-sharing contract will be invalidated, and under the self-labeling strategy, the retailer’s cost-sharing contract can achieve coordination of the supply chain. From the perspective of total social welfare, only when consumers’ environmental awareness, trust, and certification cost are high, the social welfare under the self-labeling strategy will be higher than the certification label strategy, otherwise certificate label strategy will be better.