Environmental Collaboration under Various Contracts in the O2O Closed-Loop Supply Chain
This study considers the dynamic pricing and green advertising incentive decisions in the O2O closed-loop supply chain. Through green advertising efforts, the manufacturer and the retailer push up the consumers’ environmental consciousness and the return rate of the end-of-use products. Based on the...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Wiley
2022-01-01
|
| Series: | Discrete Dynamics in Nature and Society |
| Online Access: | http://dx.doi.org/10.1155/2022/2767766 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832550157568180224 |
|---|---|
| author | Yang Bai Xueying Meng |
| author_facet | Yang Bai Xueying Meng |
| author_sort | Yang Bai |
| collection | DOAJ |
| description | This study considers the dynamic pricing and green advertising incentive decisions in the O2O closed-loop supply chain. Through green advertising efforts, the manufacturer and the retailer push up the consumers’ environmental consciousness and the return rate of the end-of-use products. Based on the manufacture directing Stackelberg game theory, this research looks into three different green advertising decisions (noncooperative, unilateral cooperative, and bilateral cooperative) under wholesale price contract, revenue-sharing contract, and financial support contract in the O2O CLSC. The results show that the bilateral cooperative incentive strategy always makes both the manufacturer and the retailer invest more in green advertising efforts and increase profits. Without affecting sales, implementing the bilateral cooperative incentive mechanism under the financial support contract is the best strategy to mitigate channel conflict, promote Pareto improvement, and ultimately achieve sustainable development goals. |
| format | Article |
| id | doaj-art-a2746feaea2f46439aefb00e0b5a9afb |
| institution | Kabale University |
| issn | 1607-887X |
| language | English |
| publishDate | 2022-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Discrete Dynamics in Nature and Society |
| spelling | doaj-art-a2746feaea2f46439aefb00e0b5a9afb2025-02-03T06:07:33ZengWileyDiscrete Dynamics in Nature and Society1607-887X2022-01-01202210.1155/2022/2767766Environmental Collaboration under Various Contracts in the O2O Closed-Loop Supply ChainYang Bai0Xueying Meng1Business SchoolBusiness SchoolThis study considers the dynamic pricing and green advertising incentive decisions in the O2O closed-loop supply chain. Through green advertising efforts, the manufacturer and the retailer push up the consumers’ environmental consciousness and the return rate of the end-of-use products. Based on the manufacture directing Stackelberg game theory, this research looks into three different green advertising decisions (noncooperative, unilateral cooperative, and bilateral cooperative) under wholesale price contract, revenue-sharing contract, and financial support contract in the O2O CLSC. The results show that the bilateral cooperative incentive strategy always makes both the manufacturer and the retailer invest more in green advertising efforts and increase profits. Without affecting sales, implementing the bilateral cooperative incentive mechanism under the financial support contract is the best strategy to mitigate channel conflict, promote Pareto improvement, and ultimately achieve sustainable development goals.http://dx.doi.org/10.1155/2022/2767766 |
| spellingShingle | Yang Bai Xueying Meng Environmental Collaboration under Various Contracts in the O2O Closed-Loop Supply Chain Discrete Dynamics in Nature and Society |
| title | Environmental Collaboration under Various Contracts in the O2O Closed-Loop Supply Chain |
| title_full | Environmental Collaboration under Various Contracts in the O2O Closed-Loop Supply Chain |
| title_fullStr | Environmental Collaboration under Various Contracts in the O2O Closed-Loop Supply Chain |
| title_full_unstemmed | Environmental Collaboration under Various Contracts in the O2O Closed-Loop Supply Chain |
| title_short | Environmental Collaboration under Various Contracts in the O2O Closed-Loop Supply Chain |
| title_sort | environmental collaboration under various contracts in the o2o closed loop supply chain |
| url | http://dx.doi.org/10.1155/2022/2767766 |
| work_keys_str_mv | AT yangbai environmentalcollaborationundervariouscontractsintheo2oclosedloopsupplychain AT xueyingmeng environmentalcollaborationundervariouscontractsintheo2oclosedloopsupplychain |