Supply Chain Green Manufacturing and Green Marketing Strategies under Network Externality

被引:2
|
作者
He, Binbin [1 ,2 ]
Cai, Haiya [3 ]
Ji, Yingchen [2 ]
Zhu, Siyu [2 ]
机构
[1] Jiangsu Univ, Sch Management, Zhenjiang 212013, Peoples R China
[2] Yancheng Adm Coll, Res Off, Yancheng 224002, Peoples R China
[3] Yancheng Inst Technol, Sch Econ & Management, Yancheng 224002, Peoples R China
关键词
green supply chain; network externalities; green manufacturing; green marketing; evolutionary game; FIRM PERFORMANCE; COORDINATION; IMPACT; ORIENTATION; COMPETITION; PRODUCTS; QUALITY; DESIGN; POLICY;
D O I
10.3390/su151813732
中图分类号
X [环境科学、安全科学];
学科分类号
08 ; 0830 ;
摘要
This paper discusses the impact of network externalities on the green strategies of enterprises at each node of the supply chain. The existing related research mainly addresses the influence of factors such as government regulation, consumer behavior characteristics, and node enterprise behavior on green supply chain decision making. While these studies provide excellent ideas, the impact of network externalities on both green manufacturing and green marketing strategies is often disregarded. This paper uses evolutionary game theory to construct a utility function based on network externalities and consumer green preferences. The Stackelberg game is used to analyze the revenue function of supply chain members under different strategies, showing that under different strategies, network externalities and consumer green preferences have different effects on revenue in the supply chain. To understand the influence of network externalities on green supply chain strategy choices, the evolutionary game model is used. This model allows analyzing the evolutionary stable strategies of manufacturers' green manufacturing and retailers' green marketing. The mechanism underlying the influence of network externalities and consumer green preferences on green supply chain decision making is demonstrated. This helps to explain the green strategy decisions of upstream and downstream enterprises in the supply chain.
引用
收藏
页数:18
相关论文
共 50 条
  • [1] Under the ecological label policy: Supply chain Heterogeneous product innovation strategies for green marketing
    Xue, Jia
    He, Youshi
    Xu, Hanyang
    Gong, Zhimin
    JOURNAL OF CLEANER PRODUCTION, 2023, 428
  • [2] Manufacturing and selling tactics for a green supply chain under a green cost sharing and a refund agreement
    Taleizadeh, Ata Allah
    Noori-Daryan, Mahsa
    Sana, Shib Sankar
    JOURNAL OF MODELLING IN MANAGEMENT, 2020, 15 (04) : 1419 - 1450
  • [3] Green Supply Chain Management and Green Marketing Strategy on Green Purchase Intention: SMEs Cases
    Sugandini, Dyah
    Muafi, Muafi
    Susilowati, Christin
    Siswanti, Yuni
    Syafri, Wirman
    JOURNAL OF INDUSTRIAL ENGINEERING AND MANAGEMENT-JIEM, 2020, 13 (01): : 79 - 92
  • [4] Pricing strategies and profit coordination under a double echelon green supply chain
    Li, Ping
    Rao, Congjun
    Goh, Mark
    Yang, Zuqiao
    JOURNAL OF CLEANER PRODUCTION, 2021, 278
  • [5] Strategic investment for green product development and green marketing in a supply chain
    Shi, Jing
    Yang, Deyan
    Zheng, Zunxiao
    Zhu, Yanan
    JOURNAL OF CLEANER PRODUCTION, 2022, 366
  • [6] The impact of cross-shareholding under different power structures considering green investment and green marketing
    Liu, Hao
    Wu, Sheng
    Zhao, Xinyue
    Chen, Haodong
    Wang, Guobao
    Song, Zhigang
    Fan, Yuqing
    ENVIRONMENTAL SCIENCE AND POLLUTION RESEARCH, 2023, 30 (09) : 22249 - 22261
  • [7] Effects of government subsidies on green technology investment and green marketing coordination of supply chain under the cap-and-trade mechanism
    Li, Zhimin
    Pan, Yanchun
    Yang, Wen
    Ma, Jianhua
    Zhou, Ming
    ENERGY ECONOMICS, 2021, 101
  • [8] Impact of revenue-sharing contracts on green supply chain in manufacturing industry
    Rong, Luqing
    Xu, Maozeng
    INTERNATIONAL JOURNAL OF SUSTAINABLE ENGINEERING, 2020, 13 (04) : 316 - 326
  • [9] Optimal channel structure for a green supply chain with consumer green-awareness demand
    Tao, Feng
    Zhou, Yan
    Bian, Junsong
    Lai, Kin Keung
    ANNALS OF OPERATIONS RESEARCH, 2023, 324 (1-2) : 601 - 628
  • [10] Green Manufacturing in a Decentralized Supply Chain
    Majumder, Sani
    Saha, Subrata
    Dey, Kartick
    RECENT ADVANCES IN INTELLIGENT INFORMATION SYSTEMS AND APPLIED MATHEMATICS, 2020, 863 : 549 - 556