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中国管理科学

中国管理科学 ›› 2021, Vol. 29 ›› Issue (4): 138-148.doi: 10.16381/j.cnki.issn1003-207x.2018.1022

• 论文 • 上一篇    下一篇

考虑零售商公平关切与广告努力水平的碳减排策略研究

张玲红1,2, 刘方媛3, 朱立龙2, 周浩4   

  1. 1. 山东师范大学管理科学与工程博士后流动站, 山东 济南 250014;
    2. 山东师范大学商学院, 山东 济南 250014;
    3. 北京林业大学经济管理学院, 北京 100083;
    4. 同济大学经济与管理学院, 上海 200092
  • 收稿日期:2018-07-22 修回日期:2019-01-23 发布日期:2021-04-25
  • 通讯作者: 周浩(1993-),男(汉族),山东潍坊人,同济大学经济与管理学院,博士研究生,研究方向:供应链管理,E-mail:zhouhao226219@126.com. E-mail:zhouhao226219@126.com
  • 基金资助:
    国家自然科学基金资助项目（71602103）

The Optimal Carbon Emission Reduction Strategy with Retailer's Fairness Concern and Advertising Effort Level

ZHANG Ling-hong1,2, LIU Fang-yuan3, ZHU Li-long2, ZHOU Hao4   

  1. 1. Postdoctoral Mobile Station of Management Science and Engineering, Shandong Normal University, Jinan 250014, China;
    2. School of Business, Shandong Normal University, Jinan 250014, China;
    3. School of Economics and Management, Beijing Forestry University, Beijing 100083, China;
    4. School of Economics and Management, Tongji University, Shanghai 200092, China
  • Received:2018-07-22 Revised:2019-01-23 Published:2021-04-25

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摘要： 随着环境质量的下降，企业和消费者的环保意识不断提高，越来越多的企业开始增加产品的碳减排投入并且通过低碳产品的广告宣传来吸引环保型消费者购买。假设碳减排制造商生产一类低碳产品/环保产品，本文研究由一个碳减排制造商、一个进行广告宣传的零售商和具有环保意识的消费者构成的一个二级供应链，通过构建零售商公平中性或公平关切时是否进行碳减排成本分担建立四个模型，分析消费者环保意识以及零售商分担的低碳成本比例和公平关切系数对供应链企业的影响。研究发现：①当消费者环保意识增加时，在构建的四个模型中，低碳产品的碳减排水平、广告努力水平、批发价格和零售价格均增加；②随着公平关切系数的增加，不论零售商是否承担碳减排成本，产品碳减排水平、广告努力水平、批发价格和零售价格逐渐降低；③在零售商承担一部分减排成本且不关注公平时，随着零售商承担的减排成本比例的增加，产品碳减排水平提高；当零售商关注公平且关注度较低时，随着零售商分担的低碳成本比例增加，产品碳减排水平减少；当零售商关注公平且关注度较高时，随着零售商分担的低碳成本比例增加，产品碳减排水平升高；④消费者环保意识的增加与零售商主动分担碳减排成本都会有利于环境质量的提高，然而零售商考虑公平关切不利于提高环境质量；如果零售商关注公平，分担碳减排成本是否有利于环境质量提高取决于零售商关注公平的程度。

关键词: 碳减排, 公平关切, 消费者环保意识, 广告努力水平, 价格

Abstract: As environment quality decreases, enterprises and consumers' environmental awareness (CEA) increases, more and more manufacturers begin to invest emission reduction costs and increase the advertisement invests to attract more environemntal-friendly consumers. A low carbon supply chain is studied which consists of a low carbon manufacturer who is responsible for producing low carbon product and a retailer who is responsible for the advertisement. The impacts of CEA are investigated, sharing rate of emission reduction cost, and fairness concern coefficient on enterprises in supply chain by constructed whether the retailer sharing emission reduction cost when considering fariness concern or without this four models. The main findings are (1) the carbon emission reduction level, advertising effort level, wholesale price and price increase with CEA; (2) the carbon emission reduction level, advertising effort level, wholesale price and price decrease with retailer's fairness level; (3) when the retailer shares a portion of the emission reduction cost and does not care fairness, the reduction level of the carbon emission increases with retailer's sharing rate of emission reduction cost; when the retailer is fairness and the level of fairness concern is low, the carbon emission reduction level decreases with retailer's sharing rate of emission reduction cost; when the retailer is concerned about fairness and the level of fairness concern is high, the carbon emission reduction level increases with retailer's sharing rate of emission reduction cost; (4) CEA and retailer sharing the carbon emission reduction cost are both beneficial to environment quality; however, retailer's fairness is not helpful for reducing the carbon emission level. When the retailer concerns fairness concern, whether retailer's sharing carbon cost is beneficial to the environment will depend on the fairness concern level.

Key words: carbon emission reduction, fairness concern, consumers' environmental awareness, advertising effort level, price

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