消费者预期后悔对企业低碳策略选择的影响

doi:10.16381/j.cnki.issn1003-207x.2021.0940

Abstract

Abstract:

Considering the factors of consumer expected regret， the low-carbon strategies of two companies in a competitive market when selling differentiated products are investigated. By constructing game models under four different strategies， the changes in market equilibrium strategies with and without expected regret， and the impact of expected regret on equilibrium solutions are analyzed. The results indicate that when consumers have a higher probability of obtaining additional utility from different attributes of the product， both parties tend to adopt low-carbon product strategies. However， this may lead to a prisoner's dilemma for both companies， and expected regret factors promotes companies to choose low-carbon product strategies， increasing the likelihood of companies falling into a prisoner's dilemma. In addition， when companies adopt low-carbon strategies， the impact of expected regret factors depends on the probability of consumers obtaining additional utility from different attributes of the product. When the probability is low， expected regret factors has a negative impact on the company's profits， and vice versa has a positive impact.

Key words: expect regret, competitive market, low carbon technology, equilibrium strategy

CLC Number:

F270.5

Yi Ye, Qiang Guo, Jiajia Nie. The Impact of Consumer Expected Regret on the Low-carbon Strategy Choices of Enterprises[J]. Chinese Journal of Management Science, 2025, 33(2): 242-247.

Figures/Tables 9

参数	参数的含义
$v$	消费者对产品的基础效用，假设该值足够大，市场完全覆盖
$θ$	企业2产品的不同属性效用
$λ$	消费者从不同属性中获得 $θ$ 效用的概率
$p$	产品的销售价格
$q$	产品的市场需求
$u$	消费者使用产品后获得的净效用
$r$	消费者购买产品后的预期后悔程度
$γ$	消费者购买产品后的预期后悔敏感度
$e$	企业采用低碳技术时的碳减排量
$k$	企业采用低碳技术的成本系数
$ξ$	消费者对低碳产品的偏好程度
$π$	企业所获的总利润

效用函数	$N N$ 策略	$N Y$ 策略	$Y N$ 策略	$Y Y$ 策略
$u 1 x i j$	$v - p 1 + r 1$	$v - p 1 + r 1$	$v - p 1 + r 1 + ξ e 1$	$v - p 1 + r 1 + ξ e 1$
$u 2 x i j$	$v - p 2 + λ θ + r 2$	$v - p 2 + λ θ + r 2 + ξ e 2$	$v - p 2 + λ θ + r 2$	$v - p 2 + λ θ + r 2 + ξ e 2$

策略	企业	产品价格	产品需求	低碳技术	利润
$N N$ 策略	企业1	$13 λ$	$13$	/	$19 λ$
$N N$ 策略	企业2	$23 λ$	$23$	/	$49 λ$
$N Y$ 策略	企业1	$λ (k λ - ξ 2) 3 k λ - ξ 2$	$k λ - ξ 2 3 k λ - ξ 2$	/	$λ (k λ - ξ 2) 2 (3 k λ - ξ 2) 2$
$N Y$ 策略	企业2	$2 k λ 2 3 k λ - ξ 2$	$2 k λ 3 k λ - ξ 2$	$2 λ ξ 3 k λ - ξ 2$	$2 k λ 2 (2 k λ - ξ 2) (3 k λ - ξ 2) 2$
$Y N$ 策略	企业1	$k λ 2 3 k λ - ξ 2$	$k λ 3 k λ - ξ 2$	$λ ξ 3 k λ - ξ 2$	$k λ 2 (2 k λ - ξ 2) 2 (3 k λ - ξ 2) 2$
$Y N$ 策略	企业2	$λ (2 k λ - ξ 2) 3 k λ - ξ 2$	$2 k λ - ξ 2 3 k λ - ξ 2$	/	$λ (2 k λ - ξ 2) 2 (3 k λ - ξ 2) 2$
$Y Y$ 策略	企业1	$λ (k λ - ξ 2) 3 k λ - 2 ξ 2$	$k λ - ξ 2 3 k λ - 2 ξ 2$	$ξ (k λ - ξ 2) k (3 k λ - 2 ξ 2)$	$(k λ - ξ 2) 2 (2 k λ - ξ 2) 2 k (3 k λ - 2 ξ 2) 2$
$Y Y$ 策略	企业2	$λ (2 k λ - ξ 2) 3 k λ - 2 ξ 2$	$2 k λ - ξ 2 3 k λ - 2 ξ 2$	$ξ (2 k λ - ξ 2) k (3 k λ - 2 ξ 2)$	$(2 k λ - ξ 2) 3 2 k (3 k λ - 2 ξ 2) 2$

策略	企业	产品价格	产品需求	低碳技术	利润
$N N$ 策略	企业1	$13 λ$	$13$	/	$19 λ$
$N N$ 策略	企业2	$23 λ$	$23$	/	$49 λ$
$N Y$ 策略	企业1	$(k (γ + 1) 2 λ - ξ 2) λ 3 k (γ + 1) 2 λ - ξ 2$	$k (γ + 1) 2 λ - ξ 2 3 k (γ + 1) 2 λ - ξ 2$	/	$(k (γ + 1) 2 λ - ξ 2) 2 λ (3 k (γ + 1) 2 λ - ξ 2) 2$
$N Y$ 策略	企业2	$2 k λ 2 (γ + 1) 2 3 k (γ + 1) 2 λ - ξ 2$	$2 k (γ + 1) 2 λ 3 k (γ + 1) 2 λ - ξ 2$	$2 λ (γ + 1) ξ 3 k (γ + 1) 2 λ - ξ 2$	$(γ + 1) 2 k (4 k (γ + 1) 2 λ - 2 ξ 2) λ 2 (3 k (γ + 1) 2 λ - ξ 2) 2$
$Y N$ 策略	企业1	$λ 2 k (γ + 1) 2 3 k (γ + 1) 2 λ - ξ 2$	$k (γ + 1) 2 λ 3 k (γ + 1) 2 λ - ξ 2$	$λ (γ + 1) ξ 3 k (γ + 1) 2 λ - ξ 2$	$(γ + 1) 2 (2 k (γ + 1) 2 λ - ξ 2) λ 2 k 2 (3 k (γ + 1) 2 λ - ξ 2) 2$
$Y N$ 策略	企业2	$(2 k (γ + 1) 2 λ - ξ 2) λ 3 k (γ + 1) 2 λ - ξ 2$	$2 k (γ + 1) 2 λ - ξ 2 3 k (γ + 1) 2 λ - ξ 2$	/	$(2 k (γ + 1) 2 λ - ξ 2) 2 λ (3 k (γ + 1) 2 λ - ξ 2) 2$
$Y Y$ 策略	企业1	$(k (γ + 1) 2 λ - ξ 2) λ 3 k (γ + 1) 2 λ - 2 ξ 2$	$k (γ + 1) 2 λ - ξ 2 3 k (γ + 1) 2 λ - 2 ξ 2$	$ξ (k (γ + 1) 2 λ - ξ 2) (3 k (γ + 1) 2 λ - 2 ξ 2) k (γ + 1)$	$(2 k λ (1 + γ) 2 - ξ 2) (k λ (1 + γ) 2 - ξ 2) 2 2 k (1 + γ) 2 (3 k λ (1 + γ) 2 - 2 ξ 2) 2$
$Y Y$ 策略	企业2	$(2 k (γ + 1) 2 λ - ξ 2) λ 3 k (γ + 1) 2 λ - 2 ξ 2$	$2 k (γ + 1) 2 λ - ξ 2 3 k (γ + 1) 2 λ - 2 ξ 2$	$(2 k (γ + 1) 2 λ - ξ 2) ξ (3 k (γ + 1) 2 λ - 2 ξ 2) k (γ + 1)$	$(2 k λ (1 + γ) 2 - ξ 2) (2 k λ (1 + γ) 2 - ξ 2) 2 2 k (1 + γ) 2 (3 k λ (1 + γ) 2 - 2 ξ 2) 2$

References 22

1	陈晓径. 欧盟绿色转型的新阶段：动因、影响与政策建议［J］.阅江学刊， 2024， 16（2）： 63-79+172-173.
	Chen X J. A new stage of green transformation in the European Union： Motivations， impacts， and policy recommendations［J］. Yuejiang Academic Journal， 2024， 16（2）： 63-79+172-173.
2	刁心薇，曾珍香，孙丞. 混合碳政策下两产品供应链的协同研究［J］. 中国管理科学， 2021， 29（2）： 149-159.
	Diao X W， Zeng Z X， Sun C. Research on coordination of supply chain with two products based on mix carbon policy［J］. Chinese Journal of Management Science， 2021， 29（2）： 149-159.
3	夏西强，徐春秋. 政府碳税与补贴政策对低碳供应链影响的对比研究［J］.运筹与管理，2020，29（11）： 112-120.
	Xia X Q， Xu C Q. A Comparative study of the impact of government carbon tax and subsidy policy on low-carbon supply chain［J］. Operations Research and Management Science， 2020， 29（11）： 112-120.
4	Zhang Y， Guo C， Wang L. Supply chain strategy analysis of low carbon subsidy policies based on carbon trading［J］. Sustainability， 2020， 12（9）： 3532-3552.
5	Fukui H， Miyoshi C. The impact of aviation fuel tax on fuel consumption and carbon emissions： The case of the US airline industry［J］. Transportation Research Part D： Transport and Environment， 2017， 50： 234-253.
6	Zhang L， Xue B， Liu X. Carbon emission reduction with regard to retailer’s fairness concern and subsidies［J］. Sustainability， 2018， 10（4）： 1209-1237.
7	Liu Z， Anderson T， Cruz J. Consumer enviromental awareness and competition two-stage supply chains［J］. European Journal of Operational Research， 2012， 218（3）： 602-613.
8	武丹，杨玉香. 考虑消费者低碳偏好的供应链减排微分博弈模型研究［J］.中国管理科学，2021，29（4）： 126-137.
	Wu D， Yang Y X. Study on the differential game model for supply chain with consumers' low carbon preference［J］. Chinese Journal of Management Science， 2021， 29（4）： 126-137.
9	He R， Xiong Y， Lin Z. Carbon emissions in a dual channel closed loop supply chain： The impact of consumer free riding behavior［J］. Journal of Cleaner Production， 2016， 134： 384-394.
10	Zhang Z， Yu L. Dynamic optimization and coordination of cooperative emission reduction in a dual-channel supply chain considering reference low-carbon effect and low-carbon goodwill［J］. International Journal of Environmental Research and Public Health， 2021， 18（2）： 539-569.
11	郭炜恒，梁樑. 供应链碳减排成本分摊的合作博弈研究［J］. 工程管理科技前沿， 2021， 40（2）： 83-89.
	Guo W H， Liang L. Research on cooperative game of supply chain cost sharing in carbon emission reduction［J］. Frontiers of Science and Technology of Engineering Management， 2021， 40（2）： 83-89.
12	王文隆，王福乐，张涑贤. 考虑低碳努力的双渠道供应链协调契约研究［J］.管理评论，2021，33（4）： 315-326.
	Wang W L， Wang F L， Zhang S X. Coordination contract in a dual channel supply chain with low carbon efforts［J］.Management Review， 2021，33（4）： 315-326.
13	Simonson I. The influence of anticipating regret and responsibility on purchase decisions［J］. Journal of consumer research， 1992， 19（1）： 105-118.
14	Larrick R P， Boles T L. Avoiding regret in decisions with feedback： A negotiation example［J］. Organizational Behavior and Human Decision Processes， 1995， 63（1）： 87-97.
15	Zeelenberg M， Beattie J， Van der Pligt J， et al. Consequences of regret aversion： Effects of expected feedback on risky decision making［J］. Organizational Behavior and Human Decision Processes， 1996，65（2）： 148-158.
16	Yang F， Wang M， Ang S. Optimal remanufacturing decisions in supply chains considering consumers’ anticipated regret and power structures［J］. Transportation Research Part E： Logistics and Transportation Review， 2021， 148： 102267.
17	高鹏，杜建国，聂佳佳，等. 消费者后悔预期对再制造供应链质量决策的影响［J］. 管理评论， 2018， 30（11）： 234-246.
	Gao P， Du J G， Nie J J， et al. Impact of consumer’s anticipated regret on quality decision of remanufacturing supply Chain［J］. Management Review， 2018， 30（11）： 234-246.
18	刘维奇，张晋菁.考虑消费者预期后悔的价格歧视策略研究［J］.中国管理科学， 2018， 26（5）： 1-8.
	Liu W Q， Zhang J J. study on price discrimination strategies with consumer anticipated regret［J］. Chinese Journal of Management Science， 2018， 26（5）： 1-8.
19	张念，李诗杨，姜林，等. 考虑预期后悔的创新产品供应链领导结构研究［J］.工业工程，2019，22（5）： 32-42.
	Zhang N， Li S Y， Jiang L， et al. Research on power structure of innovation product of supply chain considering anticipated regret［J］. Industrial Engineering Journal， 2019， 22（5）： 32-42.
20	Park J Y， Jang S C S. Confused by too many choices？ Choice overload in tourism［J］. Tourism Management， 2013， 35（2）： 1-12.
21	Jiang B， Narasimhan C， Turut Ö. Anticipated regret and product innovation［J］. Management Science， 2017， 63（12）： 4308-4323.
22	Zou T， Zhou B， Jiang B. Product-line design in the presence of consumers’ anticipated regret［J］. Management Science， 2020， 66（12）： 5665-5682.

[1]	SHI Qi, SHEN Fang. Debt-Bid Patent Auctions: Equilibrium Strategyand Expected Revenue [J]. Chinese Journal of Management Science, 2022, 30(6): 22-33.
[2]	XIE Lei, MENG Qing-chun, HAN Hong-shuai. The Equilibrium Strategy Analysis of a Capacity-sharing Supply Chain with Order Processing and Excess-shortage Transaction Service [J]. Chinese Journal of Management Science, 2022, 30(3): 165-175.

The Impact of Consumer Expected Regret on the Low-carbon Strategy Choices of Enterprises

RichHTML

PDF (PC)

Knowledge

Abstract

Cite this article

share this article

Figures/Tables 9

References 22

Related Articles 2

Metrics

Comments

Recommended 0