Research On The Impact Mechanism Of Quality Improvement Effort On Return Policies Of E-Business Considering Consumer Environmental Awareness

E-commerce provides great convenience for people’s life,and gives birth to online shopping.E-commerce enterprises often adopt various marketing strategies to attract more consumers to online shopping,and return service is usually a common strategy of ecommerce enterprises.In this process,consumers’ differentiated evaluation of goods leads to different behaviors.According to statistics,the return rate of T-mall’s’double 11’activities will be 6%in 2019 and 7.9%in 2020,with a year-on-year growth of about 31.7%.Consumers’ online returns also lead to secondary packaging,which further leads to waste of resources,pollution of the environment and great pressure on the environment.With more and more serious environmental pollution,the state vigorously promotes the concept of green development.Consumer environmental awareness in the process of shopping is becoming stronger and stronger.Consumer environmental awareness makes consumer shopping behavior change,and affects e-commerce enterprises’ operation,sales,return and other policies decisions.In this paper,considering the consumer’s return behavior,considering the consumer’s environmental awareness,e-commerce enterprises’ return strategy decision-making,including the optimal environmental quality improvement efforts,environmental coefficient and return policies of e-commerce enterprises.First of all,on the basis of reviewing the relevant literature,this paper reviews the focus and shortcomings of the current return strategy research,and puts forward three research questions:(1)The relationship between consumers’ environmental awareness and manufacturers’ environmental quality improvement efforts and environmental protection coefficient?(2)What is the impact of consumers’ environmental awareness on manufacturers’ revenue?(3)In the changing process of consumers’ environmental awareness,how should manufacturers decide the optimal return strategy?Secondly,this paper constructs a conceptual model of the impact of consumers’ environmental awareness on the return strategy,analyzes the data of 120 samples by binary logistic regression,and finds out the relevant factors affecting the return strategy of enterprises,which are used as the decision variables and parameters of this paper.Finally,based on the relevant research hypotheses,this paper constructs a manufacturer’s revenue model,analyzes the manufacturer’s optimal return decision under different return strategies(with return strategy and without return strategy),compares the enterprise’s revenue changes under different return strategies,and obtains relevant propositions and inferences.Through the analysis of the model,three conclusions are drawn.First,the promotion of consumer environmental awareness can promote the improvement of environmental quality improvement effort.Compared with ’without return policy’,this conclusion is more significant when the manufacturer implements a ’with return policy’,and under the condition of ’with return policy’,environmental quality improvement efforts and environmental protection coefficient increase with the improvement of consumer environmental awareness.However,there is no correlation between manufacturer’s environmental protection coefficient and Consumer environmental awareness under the condition of‘without return policy’.This is because without the return policy,the manufacturer does not need to consider the return problem,so the environmental protection coefficient will be reduced.Under the condition of return policy,manufacturers need to make corresponding adjustments according to consumer environmental awareness.Secondly,CEA can promote the increase of manufacturer’s profit,and the manufacturer’s profit reaches the best under the condition of full refund,but there is an obvious threshold,beyond which the manufacturer’s profit will decline.The empirical study shows that the promotion of consumers’ awareness of environmental protection has a promoting effect on manufacturers’ income,and there is an obvious threshold.Given a certain range of consumers’ environmental awareness(0<τ≤d),no matter whether the manufacturer implements the return policy or not,consumers’ environmental awareness has a significant role in promoting the manufacturer’s revenue.However,when consumers’awareness of environmental protection is too high(τ>d),manufacturers profits will be reduced if they further improve the quality of environmental protection.In addition,for consumers with high environmental awareness(k<τ≤d),the return policy of full refund can maximize the manufacturer’s revenue.Therefore,manufacturers need to flexibly adjust the input of environmental protection quality.That is to say,manufacturers should distinguish consumers with high environmental awareness and classify consumers.In order to achieve the goal of maximizing revenue.Thirdly,manufacturers should implement without return policy when consumers have low environmental awareness(0<τ≤k),and implement with return policy when consumers have high environmental awareness(k<τ≤d).The manufacturer’s return policy does not always make the enterprise’s income optimal,which is ultimately subject to consumers’ environmental awareness.Although the manufacturer’s return policy can increase the market demand,excessive return will increase the manufacturer’s return cost and reduce the manufacturer’s revenue.If consumers’ awareness of environmental protection is very low(lim τ= 0),the manufacturer’s return strategy will reduce its revenue,because consumers are not willing to pay extra for environmental protection.If consumers’awareness of environmental protection is too high(lim τ=∞),manufacturers’ efforts to further improve the quality of environmental protection and environmental protection coefficient are not conducive to the increase of profits.Therefore,manufacturers should adjust the optimal return strategy according to the change of consumers’ environmental awareness to increase revenue.This conclusion enriches scholars’ research on return strategyFinally,this paper also puts forward management enlightenment,such as:enterprises should classify consumers,provide return service for consumers with high CEA,and increase investment in environmental protection quality improvement,refuse to provide return service for consumers with low CEA,reduce unreasonable return,which not only increases the income of enterprises,but also helps to protect the environment.In addition,the government should vigorously promote the concept of green consumption and the importance of environmental protection.In order to improve the consumer’s attention to the environment,improve consumer awareness of environmental protection.At the same time,the government should limit the abuse of disposable materials by relevant enterprises,punish the illegal enterprises,encourage enterprises to use environmental protection materials,subsidize green enterprises,and introduce more policies to increase environmental protection.If enterprises want to get higher profits,they also need to increase investment in environmental protection,actively use environmental protection packaging,formulate reasonable return strategies,and make joint contributions to environmental protection.