Low-carbon strategies in dual-channel supply chain under risk aversion

In a low-carbon supply chain (LCSC) constructed by a single manufacturer and a single retailer, three decision-making models are established by introducing channel preference attributes. That is, a single sales channel model, an online and offline dual channel model, and a dual channel model in which the manufacturer share revenue with her retailer. Using the mean variance (MV) method to characterize the risk aversion utility function of the manufacturer and the retailer, the following r are found. i) Consumers' preference for low-carbon products is conducive to raising the price of low-carbon products and the firms' profits. ii) The deepening of the retailer's risk aversion promotes the increase of the manufacturer's price, while the impact of the manufacturer's risk aversion has an opposite effects. Although the arbitrage behavior of the retailer can not be completely avoided in the risk aversion environment. However in a limited risk aversion environment, dual-channel development is conducive to increasing the profits of the manufacturer, but may harm the interests of the retailer. iii) Consumers' preference for online channel helps the manufacturer increase prices and profit. iv) The sharing of revenue by the manufacturer to the retailer is conducive to increasing the revenue of the retailer. Based on this, in order to improve corporate profits and promote long-term transactions, the manufacturer can carry out low-carbon promotion and implement a dual-channel strategy. The retailer can actively seek channel cooperation with the manufacturer.