Green Supply Chain Decision Analysis Considering Equity Concerns

As people gradually have the awareness of environmental protection and crisis,the economic development model is constantly adjusted,green economy has become a hot topic.Consumers are also willing to pay more for energy-efficient,environmentally friendly products.In addition,behavioral economics believes that supply chain members are concerned about fairness,that is,when they pay attention to their own profits,they also consider the distribution fairness of channel profits.Compared with ordinary supply chains,green supply chains need to pay green research and development costs and more efforts,and pay more attention to equity issues.Therefore,it is of great significance to explore equity concerns on the basis of green supply chains.With the breakthrough of modern information technology,ecommerce economy has been developing rapidly.The progress of e-commerce makes the sales channels of products more and more diversified.Some products are only suitable for traditional channel sales,some products are only available for online direct sales of manufacturers,and some products can only be sold online and offline together.Of course,some products can also choose between offline sales,online direct sales and dual-channel sales.The diversification of sales channels enables supply chain members to have more sales options.Therefore,this paper constructs centralized decision-making model,decentralized neutral decision-making model and decentralized fair decision-making model respectively under traditional channel,direct channel and dual-channel green supply chain,and introduces fairness concern coefficient and greenness sensitivity coefficient.Calculate the optimal decision of selling price,wholesale price,product greenness,profit of supply chain and so on.This paper discusses the changes of optimal decision with fairness concern coefficient and greenness sensitivity coefficient under different channels,and compares and analyzes the size of optimal decision and profit under different decision models.Finally,examples and numerical analysis are carried out to provide basis for the strategy selection of different channels and different decision models for supply chain members.The results show that:(1)the selling price,greenness,wholesale price and members’ profit are positively correlated with the green sensitivity coefficient.(2)Sales volume,product greenness and profit of supply chain members are inversely proportional to fairness concern coefficient;The wholesale price is directly proportional to the equity concern coefficient;(3)The product greenness,sales volume and total supply chain profit of centralized decision-making are higher than that of fair neutral decentralized decision-making and higher than that of fairness concerned decentralized decision-making;Manufacturers’ profits,retailers’ profits and e-commerce platforms under fair and neutral decentralized decision-making are higher than those under fair and neutral decentralized decision-making.(4)The product greenness,sales volume,manufacturer’s profit,e-commerce platform profit and supply chain profit in the direct channel are higher than those in the dual-channel supply chain and the traditional channel.The joint study of equity concern and green supply chain can enrich the application range of equity concern theory and make up for the deficiencies of behavioral decision-making in green product channel supply chain.The joint study of traditional channel,direct channel and dual-channel green supply chain is more comprehensive and in line with the reality,which can provide reference for the strategic choice of supply chain members under different channels and different decision models.