Platform-led green advertising: Promote the best or promote by performance

被引：66

作者：

Du, Shaofu ^{[1
]}

Wang, Lei ^{[1
]}

Hu, Li ^{[2
]}

Zhu, Yangguang ^{[3
]}

机构：

[1] Univ Sci & Technol China, Sch Management, Hefei, Anhui, Peoples R China

[2] Nanjing Univ Finance & Econ, Sch Int Econ & Trade, Nanjing 210023, Jiangsu, Peoples R China

[3] Hefei Univ Technol, Sch Econ, Hefei, Anhui, Peoples R China

来源：

TRANSPORTATION RESEARCH PART E-LOGISTICS AND TRANSPORTATION REVIEW | 2019年 / 128卷

基金：

中国国家自然科学基金; 中国博士后科学基金;

关键词：

Green consumption; Platform operations; Green advertising; Environmental preference; BRAND LOYALTY; COMPETITION;

D O I：

10.1016/j.tre.2019.05.019

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

With the prevalence of platform economics and consumer green awareness, platform-led green advertising becomes an emerging issue in practice. We investigate this issue by simultaneously considering a product's green performance and consumer's green preference. Two strategies discussed systematically with Stackelberg models: Promote by Performance and Promote the Best. The results demonstrate the value of green advertising from both economic and environmental perspectives. The platform can make more profit using the Promote the Best strategy rather than the Promote by Performance strategy, although the former requires more investment. The related boundary and optimal decisions are identified and analyzed.

引用

页码：115 / 131

页数：17

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