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Research On Green Innovation Decisions Of Supply Chain Enterprises Under Fairness Preference And Demand Risk

Posted on:2023-10-26Degree:MasterType:Thesis
Country:ChinaCandidate:C P ZhangFull Text:PDF
GTID:2569306794970999Subject:Business Administration
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Facing the dual pressure of resource shortage and environmental pollution,the Chinese government has put forward the "dual carbon" target,and the public’s environmental awareness is also increasing.In this context,carrying out green innovation activities is not only an important way for enterprises to gain market,but also an inevitable choice to respond to national policies.At present,the green innovation activities are mainly concentrated at the manufacturer’s side in the market,and the dominant manufacturer tends to transfer the cost of green innovation to the downstream retailer by raising the wholesale price with its preemption advantage.This kind of profit distribution method is easy to make the retailer feel unfair.Then it will influence the green innovation activities of supply chain enterprises and the sustainable cooperation relationship.At the same time,green products also face a certain market demand risk because of their novelty.However,most of the current researches on green innovation in supply chain enterprises are based on ignoring the fairness preference and market demand risk of enterprises.Based on this,this paper constructs a two-level supply chain composed of a manufacturer and a retailer,and considers the fairness preference and market demand risk in green innovation comprehensively.Market demand risk refers to the risk caused by incomplete grasp of market demand information or the risk caused by asymmetric market demand information.Then in the complete information without risk,asymmetric information risk and incomplete information risk,considering retailer fairness neutral,manufacturer considers retailer’s fairness preferences,manufacturer doesn’t consider retailer’s fairness preference three fairness situations,research on the influence of fairness preference and market demand risk on the green innovation decision of supply chain enterprises,and makes a multi-dimensional comparative analysis.It provides a reference for the decision-making of green innovation activities of supply chain enterprises under fairness preference and market demand risk.The main findings are as follows:(1)The comparison between the results of the same market demand risk and different fairness situations shows that when the manufacturer considers the retailer’s fairness preference,the fairness preference tends to make the manufacturer and retailer more conservative;When the manufacturer does not consider the retailer’s fair preference,the manufacturer’s decision will not be affected,and the retailer will set a higher retail price,thus affecting the sales volume of green products.However,the influence of fairness preference on enterprise profits varies with manufacturer’s attitude and market demand risk.The retailer’s fairness preference may lead to its own profit increase or loss.When there is no risk,the manufacturer can only get low profit when it is affected by fairness preference.When it adopts no consideration attitude,it is the lowest or even negative,which usually means failure of cooperation.When there is a risk and the degree of fairness preference is small,it is better for the manufacturer to take the attitude of not considering rather than considering.(2)The comparison between the results of the same fairness situation and different market demand risks shows that supply chain enterprises tend to make conservative decisions based on robust risk decision-making mechanism under the risk,and the greater the risk,the more conservative the decision will be;When the market demand risk is low,this conservative decision can make the manufacturer and the retailer get higher or even higher profits than in the case of complete information without risk.It means that the robust risk decision-making mechanism can effectively deal with the market demand risk encountered in the process of green innovation under certain conditions,which reflects the value of the robust risk decision-making mechanism.
Keywords/Search Tags:Supply chain, Green innovation, Fairness preference, Market demand risk
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