Low-Carbon Supply Chain Pricing Method Considering Member Behavior Preference Under Carbon Trading Mechanism

In the process of promoting the achievement of the "dual carbon" goal,the fair attention and risk avoidance behavior exhibited by enterprises due to increased investment in emission reduction technologies can lead to complex and variable carbon reduction and pricing decisions,bringing a series of challenges to the operation and management decisions of enterprises.This article takes the low-carbon supply chain led by manufacturers as the research object,comprehensively considering the influence of factors such as carbon trading mechanism,carbon emission reduction technology investment,and decision-maker behavior preferences.By applying game theory,contract theory,network equilibrium theory,and behavioral decision-making theory,key issues such as independent pricing,coordinated pricing,and network equilibrium pricing of supply chain member enterprises are studied from the perspectives of point,line,and network,And explored the impact of low-carbon preferences,fairness concerns,and risk avoidance behaviors on low-carbon supply chain pricing decisions.The main research content and innovation points are as follows:(1)Analysis of behavioral characteristics of low-carbon supply chain members.By combining carbon trading mechanisms,carbon emission reduction investments,and consumer psychological preferences,the connotation and characteristics of low-carbon supply chains are clarified.Based on this,further analysis is conducted on behavioral factors such as consumer low-carbon preferences,fairness concerns,and risk aversion,which affect the pricing decisions of low-carbon supply chain member enterprises and lay the foundation for subsequent research.(2)Research on Independent Pricing Decision of Low Carbon Supply Chain Members Considering Behavioral Preference under Carbon Trading Mechanism.Based on Stackelberg game theory,independent pricing game decision-making models for member enterprises were constructed considering fairness concerns,risk avoidance,fairness concerns,and risk avoidance.Research has found that the fair concern behavior of manufacturers can reduce the profits of themselves and partners,while the fair concern behavior of retailers can increase their own profits and reduce the profits of partners.Moreover,the fair concern behavior of any member can reduce the carbon emission reduction rate of the system.In addition,manufacturers’ risk avoidance behavior not only damages their own profits,but also hinders the achievement of environmental protection goals for enterprises.Compared to single behavior preference decision-making,when manufacturers focus on both fairness and risk,they will further reduce their carbon reduction rate.(3)Research on coordinated pricing decision of low carbon supply chain considering behavior preference under carbon trading mechanism.Carbon emission reduction targets and consumers’ low-carbon preferences will force enterprises to actively invest in carbon emission reduction technologies and equipments.On the basis of individual pricing decision of each member,further considering carbon trading policy and manufacturers’ carbon emission reduction investment strategy,aiming at manufacturers’ fair concern behavior and risk aversion behavior respectively,a carbon emission reduction cost sharing contract model is designed to achieve the profit distribution coordination of supply chain members.The research shows that in order to reduce the fairness and risk concerns of manufacturers due to emission reduction investment,the proposed cost sharing contract can effectively ensure that the system members can achieve a win-win situation of economy and environmental protection.(4)Research on equilibrium pricing decision of low carbon supply chain network considering behavioral preferences under carbon trading mechanism.For the supply chain network composed of multiple supply chains in the market,considering the carbon trading mechanism,fairness concern and risk aversion characteristics,a supply chain network equilibrium pricing model under the constraints of retailers’ inventory capacity is constructed based on the variational inequality theory,and a modified projection contraction algorithm is designed to solve and calculate.It is found that the manufacturer took the strategy of reducing wholesale price because of the beneficial and unfair concern behavior,which reduced the profits of itself and retailers.Unfair concerns make manufacturers choose to increase wholesale prices to gain more profits,which also increases the profits of retailers.In addition,the risk aversion of retailers will not only improve their own profits,but also reduce the enthusiasm of manufacturers in the network to reduce carbon emissions.At the same time,due to inventory capacity constraints,retailers’ consideration of risk preference will be weakened,and manufacturers’ profits will be damaged.Figures 47,tables 13,references 205.