Research on pricing decision of multi-channel green supply chain under altruistic preference
GE Qiqi
ABDURAHMAN Kadir
Abstract：This paper studies the multi-channel green supply chain consisting of a single manufacturer and a single retailer.When the manufacturer dominates,Stackelberg model is used to construct three pricing decision models:no altruism preference,only manufacturer altruism preference and only retailer altruism preference.The equilibrium solution of the three models is analyzed and compared,and the validity of the conclusion is verified by numerical simulation.The results show that unilateral altruism of the manufacturer or retailer is beneficial to the other party.When the manufacturer prefers altruism,the wholesale price of the product,the offline and online retail price and its own profit all decline,and the overall profit of the supply chain increases.When the retailer has altruistic preference,the wholesale price of the product increases,the offline and online retail price remains unchanged,its own profit decreases,and the overall profit of the supply chain remains unchanged.When the retailer's offline or online market share increases,the offline and online retail price of the product increases.And under the three pricing decision models,the direct selling price of the product always remains unchanged.
Keywords：multi-channel green supply chainchannel preferencealtruistic preferencepricing decision
Publication Date：2024-05-30
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：13( 61-73 )