Research On Joint Emission Reduction Strategy Of Dual Channel Low-carbon Supply Chain Considering Fairness Concerns

With the rapid development of online shopping,many production enterprises added online channels to increase market demand,which makes the direct dual-channel supply chain began to appear.With upstream production enterprises controlling the wholesale price,more and more retailers are also considering opening online channels,then the hybrid dual-channel supply chain has been formed.In addition,with the popularization of the concept of low-carbon consumption,the demand for products with high low-carbon level will be higher,which stimulates supply chain members to produce and promote low-carbon products.However,when supply chain members making decisions,it is difficult for them to be in a completely rational state,which means their attention to fairness will affect the supply chain decision-making.Based on the dual-channel supply chain of direct and hybrid,this paper analyzes the influence of low-carbon promotion level and low-carbon preference coefficient on the optimal decision-making without fairness concern;then discussing how retailers’ fairness concerns affect supply chain decisions.Finally,the optimal decision-making under the two supply chain structures is compared and analyzed.The research shows that the low-carbon level,market demand and supply chain profit will decrease with the consumers’ offline channel preference of manufacturer online or retailer offline increasing.The low-carbon level,market demand,supply chain profits and their corresponding growth rate under centralized decision-making are higher than those under decentralized decision-making whether in direct dual-channel or hybrid dual-channel.The low-carbon promotion of retailer can drive R&D investment in emission reduction and improve low-carbon level.Under direct dual-channels,the relationship between supply chain profit and fairness concern is negative,while in hybrid dual-channels,the correlated is positive.When the concern about fairness is weak,choosing the direct dual-channel is more conducive to carbon emission reduction and supply chain profits.According to the research results,this paper puts forward some management suggestions to provide guidance for enterprise decision-making: Supply chain members should understand consumers’ channel preferences timely,then adjust pricing and emission reduction decisions on this basis;Government can give corresponding subsidies to retailers’ promotion activities to promote carbon emission reduction;retailers can choose to add online channels to increase profits when they have strong concerns about fairness.These management suggestions not only enrich the relevant research of low-carbon supply chain management theory,but also provide decision-making reference for supply chain members and relevant policies.