| Since the "Double-carbon" was written into the government work report in 2021,China has been acting as a major country,studying and deploying national emission reduction work,and implementing emission reduction responsibilities step by step,we have taken solid steps towards the two-stage goal of "reaching a peak by 2030 and achieving carbon neutrality by2060".The national carbon cap-and-trade market is one of the main policy tools to achieve the " Double-carbon " target.Since the launch of the national carbon trading market in July 2021,the scale and coverage of the transaction has been gradually expanded and the market has become more and more active.It is gratifying that as "energy conservation,emission reduction,green living" has become the consensus of the whole society,as well as the implementation of policies such as "Carbon label" and "China Energy label",consumers’ purchasing habits are shifting to low-carbon products,and consumers with strong low-carbon preferences are perfectly prepared to spend more on low-carbon products.Given consumers’ low-carbon consumption psychology,manufacturers are happily concerned about low-carbon production,and retailers,as downstream partners,are beginning to consider participating in the emission reduction of upstream manufacturers.At present,revenue-sharing contract and low-carbon camp and broad two kinds of cooperative emission reduction strategies are widely used in all walks of life and have been widely studied.In this thesis,cap-and-trade scheme and low-carbon consumers exist in the market at the same time.A two-echelon supply chain supply chain system consisting of a single manufacturer and retailer has been established,to explore the optimal decision-making and contract selection of low-carbon supply chain under two cooperative models of single emission reduction and green marketing joint emission reduction.Single emission reduction and joint emission reduction are classified according to the way that supply chain members participate in emission reduction.Single emission reduction refers to direct emission reduction only by manufacturers through technological innovation under the circumstance of low carbon economy,joint emission reduction refers to the manufacturer directly participates in carbon emission reduction through low-carbon technologies while the retailer is indirectly involved via low-carbon promotion.This paper finds that the enhancement of consumers’ low-carbon preference in the market is beneficial to the improvement of enterprises’ emission reduction level and profits regardless of which contract model.More importantly,the choice of whether retailers offer a revenuesharing contract to manufacturers or jointly reduce emissions through marketing low-carbon products depends on consumers’ low-carbon preference and cost-benefit ratio.When both the cost-benefit ratio and consumers’ l ow-carbon preference ar higher than a certain threshold,a single emission reduction revenue sharing contract can achieve pareto optimization for the joint emission reduction contract. |