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| Research on Green Supply Chain Game Considering the Fairness Preference in Fuzzy Environment |
| LI Juntao, LIU Pengfei, HU Qixian
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| School of Engineering Science and Technology, Shanghai Ocean University, Shanghai 201306, China |
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Abstract In fuzzy demand market environment, considering manufacturer's fairness preference behavior, a Stackelberg game model for dual-channel green supply chain composed of a manufacturer and a retailer is established. Then the equilibrium strategies of product price and carbon emission reduction level are derived. Finally, numerical examples are presented to explore the influence of consumer's environmental awareness and green manufacturer's fairness preference on the decisions and profits of green supply chain members. It is shown that: As the uncertainty of market demand increases, the product price, the product carbon emission reduction level and the expected profits of the dual-channel supply chain players increase. The higher consumer's environmental awareness is conducive to encouraging the green manufacturer to improve energy conservation and emission reduction technology. The manufacturer's fairness preference behavior will make them pay more attention to the fairness of profit distribution between channels, and lead to the decrease of supply chain operation performance.
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Received: 27 September 2020
Published: 30 November 2021
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