Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social Responsibility
In order to explore the impact of a manufacturer’s or retailer’s undertaking corporate social responsibility (CSR) and different power structures on their joint green marketing decisions and profits in the green supply chain, this paper establishes green supply chain optimization models under six di...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-05-01
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| Series: | Entropy |
| Subjects: | |
| Online Access: | https://www.mdpi.com/1099-4300/23/5/564 |
| _version_ | 1797535464320663552 |
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| author | Jialiang Huang Xiaoxia Wang Yuxi Luo Liying Yu Ziyuan Zhang |
| author_facet | Jialiang Huang Xiaoxia Wang Yuxi Luo Liying Yu Ziyuan Zhang |
| author_sort | Jialiang Huang |
| collection | DOAJ |
| description | In order to explore the impact of a manufacturer’s or retailer’s undertaking corporate social responsibility (CSR) and different power structures on their joint green marketing decisions and profits in the green supply chain, this paper establishes green supply chain optimization models under six different decision-making scenarios according to two different CSR bearers and three different power structures. Based on the main assumptions of a linear product demand function and CSR measured by consumer surplus, this paper solves the equilibrium solutions of the manufacturer and the retailer through game theory. The results show that: First, the difference in the degree of CSR undertaken by manufacturers and retailers leads to a difference in the ranking of optimal strategies of both parties under the three power structures. Second, under the same power structure, compared with undertaking CSR by oneself, when the other party undertakes CSR, the level of the product’s green degree, the level of green promotion, the party’s own profit, and the profit of the other party are all higher. Third, regardless of the power structure, manufacturers and retailers undertaking CSR is conducive to improving the level of product greenness, increasing green promotion, lowering the retail price, increasing consumers’ willingness to buy green products, and ultimately helping to increase the profits of manufacturers and retailers. |
| first_indexed | 2024-03-10T11:45:49Z |
| format | Article |
| id | doaj.art-f7bd40d396624cbaaba8cc6f06c60c39 |
| institution | Directory Open Access Journal |
| issn | 1099-4300 |
| language | English |
| last_indexed | 2024-03-10T11:45:49Z |
| publishDate | 2021-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Entropy |
| spelling | doaj.art-f7bd40d396624cbaaba8cc6f06c60c392023-11-21T18:09:12ZengMDPI AGEntropy1099-43002021-05-0123556410.3390/e23050564Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social ResponsibilityJialiang Huang0Xiaoxia Wang1Yuxi Luo2Liying Yu3Ziyuan Zhang4School of Management, Shanghai University, Shanghai 200444, ChinaSchool of Management, Shanghai University, Shanghai 200444, ChinaSchool of Management, Shanghai University, Shanghai 200444, ChinaSchool of Management, Shanghai University, Shanghai 200444, ChinaSchool of Management, Shanghai University, Shanghai 200444, ChinaIn order to explore the impact of a manufacturer’s or retailer’s undertaking corporate social responsibility (CSR) and different power structures on their joint green marketing decisions and profits in the green supply chain, this paper establishes green supply chain optimization models under six different decision-making scenarios according to two different CSR bearers and three different power structures. Based on the main assumptions of a linear product demand function and CSR measured by consumer surplus, this paper solves the equilibrium solutions of the manufacturer and the retailer through game theory. The results show that: First, the difference in the degree of CSR undertaken by manufacturers and retailers leads to a difference in the ranking of optimal strategies of both parties under the three power structures. Second, under the same power structure, compared with undertaking CSR by oneself, when the other party undertakes CSR, the level of the product’s green degree, the level of green promotion, the party’s own profit, and the profit of the other party are all higher. Third, regardless of the power structure, manufacturers and retailers undertaking CSR is conducive to improving the level of product greenness, increasing green promotion, lowering the retail price, increasing consumers’ willingness to buy green products, and ultimately helping to increase the profits of manufacturers and retailers.https://www.mdpi.com/1099-4300/23/5/564green supply chainpower structurecorporate social responsibilityjoint green marketingpricing decision |
| spellingShingle | Jialiang Huang Xiaoxia Wang Yuxi Luo Liying Yu Ziyuan Zhang Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social Responsibility Entropy green supply chain power structure corporate social responsibility joint green marketing pricing decision |
| title | Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social Responsibility |
| title_full | Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social Responsibility |
| title_fullStr | Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social Responsibility |
| title_full_unstemmed | Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social Responsibility |
| title_short | Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social Responsibility |
| title_sort | joint green marketing decision making of green supply chain considering power structure and corporate social responsibility |
| topic | green supply chain power structure corporate social responsibility joint green marketing pricing decision |
| url | https://www.mdpi.com/1099-4300/23/5/564 |
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