Optimal Pricing with Consumer Environmental Awareness and Manufacturers Fairness Concern in Supply Chain

摘要：

　　The paper considers the impact of consumer environmental awareness(CEA)and manufacturers fairness concern on wholesale price and retail price in an one-manufacturer and one-retailer supply chain.The manufacturer produces green products with environmental quality.We discuss three decision scenarios: decentralized model(scenario1),manufacturer is concerned about disadvantageous inequity(scenario2),manufacturer is concerned about advantageous inequity(scenario3),and give the explicit solutions of optimal wholesale price and retail price.Our analysis shows that:(1)when manufacturer is fair-minded,he wants to risk losses in favor of splitting the channel profit equally;(2)without fairness concern,both members profits increase with CEA; however,with fairness concern,both members profits may decrease with CEA;(3)compared with decentralized model,in case 2,manufacturers profits decline inevitably while retailers profits probably increase; manufacturer will not remove unfairness,but even risk losses;(4)compared with decentralized model,in case 3,manufacturers profits decline inevitably but retailers profits have a great chance to increase; manufacturer probably obtains fairness although he risks losses.

关键词： Fairness concern Consumer environmental awareness (CEA) Pricing

作者: Yanyan Liu Linghong Zhang

作者单位: School of Business,Shandong Normal University,China Management Science and Engineering Postdoctoral Mobile Station,Shandong Normal University,China

会议类型: 国际会议

会议名称: China Marketing International Conference 2019 (2019中国市场营销国际学术年会)

会议地点: 广州

会议语种:英文

页码: 465-495

在线出版日期: 2019-07-22（万方平台首次上网日期，不代表论文的发表时间）