Decision-making Of Dual-channel Low-carbon Supply Chain Considering Fairness Concern Under Different Channel Power

Human activities such as production and consumption cause the increase of greenhouse gases,which have caused climate deterioration.Reducing carbon emissions has become a consensus among academics,industry and other relevant subjects.Under the background of China’s efforts to develop low-carbon economy and the implementation of the "Internet +" strategy,more and more enterprises have opened online direct sales channels to sell low-carbon products,and the dual-channel lowcarbon supply chain model has emerged as The Times require.However,in the real business environment,members of the supply chain in the face of complex and uncertain business environment will show fairness concerns behavior preference,preference in practice proved many times,this kind of behavior has fairness concerns behavior of channel members to a certain extent can change the original optimal decision and the behavior influence cannot be ignored.At the same time,with the rise of some large retailers,the position of channel power of retailers is gradually increasing,and the retailer leadership other than the manufacturer leadership and the power of both parties are equal to the channel power structure.Because the channel power is related to the decision-making order of channel members,different channel power will produce different decisions.Therefore,based on the above practical operation background,this paper establishes a dual-channel low-carbon supply chain decision model considering fairness concern behavior under three different channel power structures.This paper has two important parts:(1)Under three different channel power structures,fairness concern behavior is introduced into dual-channel low carbon supply chain research,and corresponding decision models are established respectively to solve the optimal decision(carbon emission reduction level and pricing decision).Under three different channel power structures,the numerical simulation analyses how equity concern behavior optimizes decision making and the related profits(utility).(2)In the case that both parties have fairness concern behaviors respectively,the size of optimal decision and related profit(utility)under three different channel power structures is compared to obtain some management enlightenment.The main results are as follows:Except for a few special cases,the fairness concern behavior of channel members under different channel power structures has obvious influence on optimal decision making and related profits(utility),and the degree of influence is different.With the increase of fairness concern coefficient,the optimal decision and profit(utility)of channel members under the three channel power structures will also be different.In order to maximize carbon emission reduction and total profit,the power equivalent structure of both parties is the optimal choice.This paper innovatively combines channel rights and behavioral economics theory to carry out research on dual-channel low-carbon supply chain,and the conclusion is more practical and more instructive.It is expected that the conclusions of this paper can contribute to the research on dual-channel low-carbon supply chain,and provide some references for some enterprises to reduce carbon emissions,make pricing decisions and choose channel structure while providing consumption guidance for consumers.