Cross-Shareholding Green Supply Chain Decision Research Based On Fairness Concern

Through the government’s publicity and promotion,consumers are more aware of green environmental protection and pay more attention to green products.Therefore,market demand will be affected by product greenness,but the improvement of product greenness requires manufacturers to invest more invention costs,so manufacturers need to comprehensively consider the impact of green product development costs and consumers ’ product greenness sensitivity on profits.However,while manufacturers cater to market demand,profit differentials between manufacturers and retailers can trigger imbalances among supply chain members.fairness-related behavior.With the widespread emergence of cross-shareholding,manufacturers and retailers will generate profit distribution behavior in the cross-shareholding model,which will also cause fairness concerns of supply chain members.Therefore,this thesis will study the impact of consumer demand on green product sensitivity,cross-shareholding and fairness concern behavior of supply chain members on the supply chain.Thesis constructs a supply chain composed of a manufacturer and a retailer,under the basis of cross-shareholding between manufacturer and retailer,the manufacturer bears the cost of developing green products,and constructs a demand function affected by the greenness of the product,with the manufacturer’s wholesale price,retailer’s retail price and product greenness as the decision-making variables,and the profit of each member of the supply chain is maximized.The supply chain decision-making model under the three situations of fairness neutrality of supply chain members,fairness concern of manufacturers and fairness concern of retailers is established,and the optimal decision under the three situations is solved by game analysis method and decision optimization theory,and the comprehensive impact of consumer demand on product greenness,cross-shareholding ratio of manufacturers and retailers and fairness concern on supply chain profits is analyzed by numerical simulation analysis technology.The results show that:(1)In the green supply chain where supply chain members have both cross-shareholding and fairness concerns,the increase in the sensitivity coefficient of consumer demand to greenness is conducive to improving the overall profits of manufacturers,retailers and supply chains.The government can continue to increase the promotion of green environmental protection concepts,and consumers’ focus on the choice of green products when purchasing is conducive to improving the overall profit of the market.(2)Under the condition that manufacturers have fairness concerns about retailers and the two are cross-shareholding,manufacturers’ fairness concerns are detrimental to manufacturers’ profits,to the overall profits of the green supply chain,and to retailers’ profits and products that obtain higher greenness;Manufacturers’ holdings of retailers’ shares increase will be beneficial to their own profits and overall profits of the supply chain,and retailers’ holdings of manufacturers’ shares are not good for their own profits,manufacturers and overall profits of the supply chain,but are conducive to obtaining higher green products.(3)Under the condition that the retailer has fairness concerns about manufacturers and the two are cross-shareholding,retailers’ fairness concerns are beneficial to their own profits and the supply chain as a whole,but are detrimental to manufacturers’ profits and higher green products;Increasing retailers’ holdings of manufacturers’ shares are detrimental to manufacturers’ profits and to the overall profits of the supply chain;Increasing the proportion of retailer shares held by manufacturers is good for manufacturers’ profits and the overall profit of the supply chain,and is also conducive to greener products.