Research On Dual-channel Supply Chain Decision-making Considering Consumers’ Low-carbon Preferences

With the drastic changes in climate,low-carbon transition has become a global focus.People’s increasing demand for low-carbon consumption is driving the continuous low-carbon innovation investment of manufacturing enterprises,thus the green market is gradually expanding.Meanwhile,more and more attention is paid to the carbon footprint of the product’s entire life cycle.As a bridge connecting enterprises and consumers,the low-carbon nature of its products and channels has become a new problem and challenge.With the continuous extension,expansion and improvement of the low-carbon market,how should supply chain companies,especially manufacturers,price products in dual channels,how to control carbon emission reductions,how to achieve optimal supply chain profits,and what are the implications of consumers’ low-carbon preferences for products and channels are pressing questions to be addressed.Based on this,this paper uses literature research method,game theory,numerical simulation method,case analysis and other research methods to construct a dual-channel supply chain model composed of retailers traditional retailing and manufacturers network direct sales.It explores the impact of consumers’ low-carbon preference for products,consumers’ dual low-carbon preferences for products and channels on pricing decisions,channel low-carbon strategies,and overall profits in dual-channel supply chains respectively.This paper also provides a theoretical basis for supply chain companies to price green products and establish low-carbon channels under different channel structures,in order to promote the low-carbon transformation in dualchannel supply chains.The main findings of this paper are as follows:(1)When considering consumers’ low-carbon preference for products,in order to further improve the profitability of dual-channel supply chain under decentralized decision-making model and mitigate the “double marginalization” phenomenon,traditional retailers can consider reducing the retail price of products within a reasonable range,and manufacturers can increase carbon emission reductions to improve consumers’ low-carbon perception of products,and increase the online direct selling price of products to reduce the conflict between online and offline channels at the same time.In addition,reducing the cost factor of carbon emission reduction and improving consumers’ low-carbon preference could increase the benefits of each member of the dual-channel supply chain.(2)When considering consumers’ dual low-carbon preferences for products and channels,in order to further improve the profitability of dual-channel supply chain under decentralized decision-making model,when the low carbon sensitivity coefficient of cross-channels is low,manufacturers can improve consumers’ low-carbon attribute perception of online direct sales channels by improving the low-carbon level of online channels,thereby increasing the product sales price in online channels.Traditional retailers can reduce the “double marginalization” of the supply chain by reducing the retail price of products,it can also increase the low-carbon level of the retail channel to increase demand;when the low-carbon sensitivity coefficient of crosschannels is high,manufacturers should appropriately reduce unnecessary low-carbon expenditures and give traditional retailers a certain profit margin.In addition,consumers’ loyalty to offline retail channels or online direct sales channels will directly affect the overall profit of the supply chain.The innovation of this paper is to consider the heterogeneity of low-carbon attributes between channels,and to segment consumers’ low-carbon preferences.It combines the characteristics of dual-channel supply chains into the model,incorporates consumers’ dual lowcarbon preferences for products and channels into supply chain decision-making studies,and uses “low-carbon preference for channels” to describe consumers’ information acceptance of low-carbon attributes of channels.In the end,the paper studies the practical application of green product pricing and channel low-carbon strategies in the market through case analysis,which has certain theoretical and realistic significance.