Consumer Green Preference,Reference Price Effect And Supply Chain Green Innovation

Supply chain green innovation is the innovative activity of suppliers and manufacturers to reduce the energy consumption of the production process through the use of green materials,green ecological design and the application of green production processes,and at the same time to provide the market with innovative products with high greenness."Green development,innovation-driven" policy,the only way to achieve the harmonious development of human and nature,from low-quality consumption to high-quality consumption.Especially for developing country enterprises facing industrial upgrading and green trade barriers,green innovation in the supply chain is a necessary means to enhance competitiveness and gain competitive advantage.Like the market diffusion and technological evolution of new technologies or products in other fields,the efficiency and sustainability of green innovation in the supply chain are also affected by consumer preferences and purchasing decisions on the demand side,especially in the concept of green and sustainable development In the gradual popularization of the Chinese market,the green preferences and reference price effects in typical consumer behaviors will affect consumers' purchase decisions for green products,and then affect the performance results of green innovation activities of supply chain members.Based on this,the discussion of green innovation activities in the supply chain provides practical reference for developing countries to promote the formation of a green economy.It is also a useful supplement to the relevant theories of green innovation in the supply chain based on market demand.First,the green innovation activities of a supply chain system composed of a manufacturer and a supplier are transformed into system optimal control problems.With the help of game theory and HJB equations,the problems are solved from the dimensions of Stackelberg cooperative game and Nash non-cooperative game.Anatomy.The study found that whether in the Stackelberg cooperative game or the Nash non-cooperative game,consumers' green preference parameters and reference price effect parameters are positively related to the level of green innovation efforts of supply chain entities,but in different decision scenarios,the supply chain entities' There are significant differences in the level of green innovation efforts.The specific performance is as follows: in the case of Nash non-cooperative game,the effort level of the two is the lowest;in the case of the cost-sharing Stackelberg game,the supplier's optimal green innovation effort level is improved,and the manufacturer'soptimal green innovation effort level remains unchanged change.Secondly,it analyzes the influence of consumer green preference and reference price effect on green innovation activities in supply chain.Under the influence of consumers' green preferences and reference price effects,manufacturers' cost subsidies to suppliers' green innovation activities will stimulate them to make green innovation efforts.However,the realization of such subsidies requires certain threshold conditions,that is,only when the marginal profit of suppliers is less than twice of the marginal profit of manufacturers,can the green innovation cost subsidies stimulate suppliers' green innovation The improvement of innovation efforts.In addition,in the process of promoting supply chain green innovation efforts,there is an interaction effect between consumer green preference and reference price effect,which further strengthens its incentive effect on supply chain members' green innovation efforts.That is to say,the strong green preference of consumers will weaken the reference price effect in the decision-making of green product purchase,make consumers more willing to purchase green products,and pay more green premium for products,so as to encourage manufacturers to share the cost of green innovation with suppliers,and promote the efficiency and sustainability of green innovation in the supply chain.Finally,the above research conclusions are verified through the example of the green food supply chain,simulating the impact and interaction of consumers 'green preferences and reference price effects on the level of green innovation of supply chain members,and further exploring the feasibility of cost sharing contracts and cost sharing The relationship between the coefficient and the marginal profit of the members of the supply chain and the product green innovation cost coefficient.Based on these analyses,corresponding policy recommendations are derived,and practical opinions are put forward from multiple perspectives,including individual consumers,corporate decision makers,and government policy makers,to help improve the ability of green innovation activities in the food supply chain and achieve green supply chains.Long-term development of innovative activities.