Research On Consumer Green Preference And Its Impact On Supply Chain Pricing Strategy

With the continuous deterioration of climate change and environmental problems,the concept of green development has been proposed and universally recognized by countries and industries around the world.Furthermore,environmentally friendly green products are favored by social organizations,consumers and businesses.This paper mainly takes consumers’ green preferences as the starting point,and studies consumers’ green preferences and consumers’ actual green product purchase behaviors and their impact on supply chain pricing strategies.First of all,combined with literature and theoretical research,this paper analyzes the characteristics of green preference and green purchase behavior of consumers in the market.Then,from the two different perspectives of consumer satisfaction and green product market sales,the green preferences of consumers are included in the product demand function,and the influence of the difference of green preferences on consumer behavior decision-making and supply chain pricing decision-making is analyzed.Finally,through reasonable pricing of the supply chain,expanding the market demand for green products,and putting forward countermeasures and suggestions for the production and operation of green products in the supply chain.The specific research content of the paper is as follows:(1)This paper systematically analyzes the influencing factors of consumers ’green product purchase behavior,and constructs a theoretical model of influencing factors of consumers’ green product purchase behavior from internal and external aspects.Faced with different consumer green preferences,the corresponding consumer green product purchase behavior was explored,which laid the foundation for the construction of consumer green product demand functions.(2)Considering the internal factors that affect consumers’ green purchase behavior,this paper explores the influence of consumers’ green preference on supply chain pricing strategy from the perspective of consumers’ green product satisfaction.Whether consumers recognize green products or not is affected by consumers’ awareness of environmental responsibility,willingness and ability to pay,and product green degree.Based on this,a green product demand function that meets consumer satisfaction was constructed,and the supply chain pricing strategy under the cooperative and non-cooperative game model was discussed.Finally,combined with calculation examples,the green preference parameters of consumers in the market are analyzed,and the model is verified.(3)Considering the external factors that affect consumers’ green purchase behavior,this paper explores the influence of consumers’ green preferences on supply chain pricing strategy from the perspective of green product market sales.Considering that green marketing will affect consumers’ green preference behavior,combined with retailers’ propaganda efforts,the proportion of consumer groups in the market,and consumers’ acceptance of green products,a consumer green product demand function that is more in line with the market sales situation is constructed.Based on this,the pricing strategy of green product supply chain led by manufacturers and retailers were discussed respectively.Finally,the model was verified and analyzed with examples.At present,considering the influence of consumers’ green preferences on the production demand of green products,there are few studies on the analysis of supply chain pricing and the operational decision-making of upstream and downstream enterprises.Therefore,this paper fully considers the role of consumers in the decision-making of supply chain operation.The conclusions provide guidance for improving the supply chain management system and realizing the sustainable development of supply chain.