The Optimal Decisions Of A Dual Channel Green Supply Chain Considering The Retailer's Fairness Concern

With the increasingly strict environmental regulations and the increasing public awareness of the environment,green products are increasingly favored by consumers,so the green supply chain considering material consumption and environmental impact has received more attention.In reality,many companies have gained profit from the green supply chain and have also improved their reputation.This study introduces the greening of products into the traditional single-channel and dual-channel supply chain,and studies the optimal strategy of green supply chain.On this basis,considering the irrational behavior of supply chain decision-making entities,retailers are concerned about the fairness of supply chain profit distribution and have relatively fair concerns,their decisions are influenced by the profits of the manufacturer.Using the equilibrium theory to obtain the supply chain equilibrium conditions considering the green level of the product,the optimal decision of the supply chain and the optimal profit of each member of the supply chain are obtained.Finally,using formulas and numerical examples,we analyze the influence of product greenness level and retailer's fair concern on the decision-making of members of the green supply chain network.The main research contents and innovations of this paper are as follows:(1)Establish a game model for the two-channel and dual-channel green supply chains respectively,we solve the equation and obtain the optimal decision and the optimal member profit of every green supply chain model under the two conditions of retailer fair neutrality and fairness concern.And through the formula and numerical examples,we analyze the impact of retailer's fairness concern coefficient and product greening efficiency on the decision-making variables of green supply chain and the profit of each member of the supply chain.(2)We compare and analyze the relationship between the decision variables of the green supply chain and the profit of each member of the supply chain under the two models in order to analyze what kind of business method can help manufacturers achieve higher benefits for themselves when retailers have different fairness concerns.