供应链系统视角下消费者环境意识的社会分配效应研究

消费者环境意识既会促进环境保护，又会改变消费行为、市场需求、消费者福利和企业利润等的分配。然而，消费者环境意识的分配效应是环境保护、消费行为和社会分配三者的结合部，在现有研究中鲜有涉及。对此，从供应链系统视角建立博弈模型，求解供应链定价和生态技术投资决策，分析消费者环境意识逐级传导引起的连锁反应，研究消费者环境意识如何改变社会分配格局。研究发现：首先，消费者环境意识会提高市场价格和企业利润，但是会降低消费者福利；其次，消费者环境意识会提高企业的分配地位，其中对零售企业的提高程度更大，但是会降低消费者的分配地位；最后，消费者环境意识越强，企业分配地位的提高程度和消费者福利的下降程度就越大。本研究丰富了对消费者环境意识多种作用的认识，有利于合理权衡环保、经济和分配等制定科学合理的发展政策。

Social Distribution Effects of Consumer Environmental Awareness in View of Supply Chain System

Consumer environmental awareness not only promotes environmental protection, but also changes consumer behavior, market demand, consumer welfare and corporate profit distribution. However, existing studies hardly involve the distribution effect of consumer environmental awareness, which is the interface of environmental protection, consumption behavior, and social distribution. In this regard, from the perspective of the supply chain system, a game model is developed to solve the supply chain pricing and eco-technology investment decisions, to analyze the chain reaction caused by the cascading of consumer environmental awareness, and to study how consumer environmental awareness changes the social distribution pattern. The findings are as follows. Firstly, consumer environmental awareness raises market prices and also raises firm profits, but reduces consumer welfare. Secondly, consumer environmental awareness raises the distributional position of firms, with a greater degree of increase for retail firms, but decreases the distributional position of consumers. Finally, the stronger the environmental awareness of consumers, the greater the increase in the distributional position of firms and the greater the decrease in consumer welfare. This study enriches the understanding of the multiple roles of consumer environmental awareness and facilitates the formulation of scientific and rational development policies by reasonably weighing the environmental, economic, and distributional aspects.