Analysis of green supply chain considering green degree and sales effort with uncertain demand

With resource exhaustion and environmental problems becoming more and more serious, green supply chain management attracts the attention of enterprises and scholars. For a new type of environmental-friendly product in this supply chain, we have no enough historical data to refer the demand. Hence, uncertainty theory is introduced as a tool to characterize the uncertainty of demand. Then this paper investigates the pricing, green degree and sales effort decisions in a green supply chain with a manufacturer and a retailer, where the demand of the product is described by uncertain variable. Considering the different power structures of supply chain, we build three expected value models and obtain equilibrium solutions, respectively. Then we analyze the influences of uncertain parameters and different power structures on decisions and profits. The results show that the green degree coefficient and sales effort coefficient have positive influences on the pricing, green degree and sales effort. Moreover, the results also show that decision leaders do not necessarily make more profits, which is up to the weights of green degree and sales effort. In addition, numerical analyses are given to show the correctness of results.