Research On Green Supply Chain Decision And Contract Coordination Considering Goodwill And Reference Low Carbon Level Effects

High pollution and high consumption brought by rapid economic development have become obstacles to sustainable social development.In order to seek sustainable economic development with low pollution and low consumption,governments around the world have not only actively introduced relevant environmental protection policies,but also vigorously guided the transformation of social development mode,encouraged all kinds of enterprises to implement green supply chain management and promote green environmental consumption.In this context,in order to further meet consumers’ growing demand for green consumption,supply chain related enterprises must strengthen production and management.In recent years,consumers are paying more and more attention to the low carbon goodwill of products.In order to meet consumers’ recognition of the low carbon goodwill of products,manufacturers and retailers are making active efforts to improve the brand goodwill and competitiveness of products.At the same time,consumers’ purchasing behavior is not only affected by the current attributes of products,but also related to consumers’ expectations of product attributes formed by their previous purchasing experiences.Therefore,it is necessary to take the effect of reference low carbon level of consumers as the research object to discuss when studying the overall profit and optimal decision-making of the supply chain.This paper takes the two-level supply chain composed of manufacturers and retailers as the object of discussion.Based on the consideration of the low carbon goodwill of products and the low carbon level effect of consumers’ reference,the benchmark game model related to green supply chain is constructed.Specifically,the differential game model is first used to study the green supply chain joint emission reduction strategy from a long-term and dynamic perspective.Secondly,with retail price,retailers’ advertising efforts and manufacturers’emission reduction efforts as decision variables,and product goodwill and consumers’reference low carbon level effect as state variables,the optimal emission reduction strategy,optimal advertising strategy and optimal profit of green supply chain under decentralized and centralized decisions are discussed respectively.The results of the two decisions are compared and analyzed.In addition,since the value of each index under decentralized decision-making is not up to the ideal decision-making level,three contracts of "two-way cost sharing","revenue sharing" and "two-way cost sharing-revenue sharing" are introduced,and a green supply chain coordination strategy model based on the three contracts is constructed respectively.Comparative analysis shows that "two-way cost sharing-revenue sharing" is the best among the three contracts.Therefore,this paper chooses the"two-way cost-sharing-benefit-sharing" contract to study the coordination strategy of the whole supply chain,aiming at deepening the cooperation between the two sides of the supply chain and promoting the supply chain indicators to reach the level of centralized decision-making.Finally,the theoretical model is verified by numerical example analysis and sensitivity analysis to ensure the accuracy and feasibility of the results.The results show that:(1)Manufacturers’ optimal emission reduction investment and retailers’ optimal advertising investment are positively correlated with consumers’ sensitivity to reference low carbon level effect and brand preference,and negatively correlated with product goodwill natural decay rate,memory parameter,profit discount rate,manufacturers’emission reduction cost coefficient and retailers’ advertising cost coefficient.(2)Comparatively,the corresponding values of optimal emission reduction effort,optimal advertising effort,optimal retail price,optimal reference low carbon level effect and optimal product goodwill under centralized decision-making are higher than those under decentralized decision-making.And with the increase of influence parameters,the advantage of centralized decision-making will become more and more obvious.However,the profit level of the whole supply chain under centralized decision-making is not always higher than that under decentralized decision-making.The profit level under the two kinds of decision-making mainly depends on the intensity of low-carbon investment and advertising investment.(3)The green supply chain under the "two-way cost-sharing-benefit sharing"contract has achieved overall coordination.At this point,the corresponding values of consumer reference variables such as low carbon level effect,product low carbon goodwill,manufacturers’ emission reduction efforts,retailers’ advertising efforts and market demand are consistent with the optimal results under centralized decision-making.Under the coordination of the contract,the profits of manufacturers and retailers also achieve a large increase,so as to achieve the maximum profit of the whole supply chain and realize the sustainable development of the whole supply chain.