考虑成员风险规避的双渠道绿色供应链定价与绿色投入决策研究

本研究聚焦供应链成员风险偏好对双渠道绿色供应链的影响,在构建以供应商为主导的双层供应链模型基础上,研究成员间风险规避系数对产品绿色度、线上以及线下销售价格的影响。研究表明供应商的风险规避行为显著影响供应链绿色水平,导致产品绿色度、线上价格、线下价格降低,但零售商的风险规避行为会导致产品绿色度、线上价格升高,同时线下价格受到消费者绿色偏好的影响,当消费者绿色偏好水平较低时,零售商风险规避行为导致线下价格降低,而当消费者绿色偏好水平较高时,零售商风险规避行为导致线下价格升高;在供应商风险中性,零售商风险规避时,产品的绿色度最高,在供应商风险规避,零售商风险中性者时,产品绿色度最低。

Study on Pricing and Green Input Decision of Dual-channel Green Supply Chain Based on Risk Aversion of Members

Chinese economy is stepping forward from the stage of high-speed growth to the stage of high-quality development, and green development has become the indispensable requirement of high-quality development. With the proposal of the national goal of ‘carbon neutrality’ and ‘emission peak’, the green development of enterprises is facing unprecedented opportunities. Green supply chain has become an important source of competitive advantage. How to promote the green development of supply chain has become an important issue to be solved by industry and academia. Due to the great uncertainty of market demand, supply chain members show risk aversion preference, which affects the level of green technology investment and pricing decisions. In the current research about dual channel supply chain,however,there are few studies on this phenomenon this study effectively makes up for the lack of this research.