Abstract:

Currently， environmental issues have become the focus of global attention， and green development has become the consensus of all countries. The 14th Five-Year Plan for Green Industry Development emphasizes the improvement of green design promotion mechanisms， and the development and promotion of high-performance， high-quality， lightweight， low-carbon and environmentally friendly products. The need to firmly grasp the primary task of high-quality development and develop new quality productivity according to local conditions was emphasized. New-quality productivity is the quality of advanced productivity in line with the new development concept， and its essence is advanced productivity， as well as green productivity. In order to investigate the problem of declining trust and returns due to uncertainty in consumers perception of product attributes， traditional supply chains， misreporting behaviors incorporating return rates and reputation loss， and blockchain decision-making models.The key questions explored in this paper are to what extent supply chain members are willing to adopt the misreporting behavioral strategy under the return rate and reputation loss， and to what extent they are willing to adopt the blockchain strategy under the consumer privacy concern and blockchain cost； and is it advantageous to the consumers when the members arrive at the equilibrium strategy？ How does the blockchain cost and the misreporting factor affect members' ability to reach an equilibrium strategy？ And does the increase in consumer trust reduce the adoption of blockchain strategies by business members？ In today's digital wave， consumers have an increasingly urgent need to identify the authenticity of goods and are more sensitive to privacy information concerns.Research findings are as follow： （1） When the return rate and privacy concern costs for consumers are below a certain threshold， upstream and downstream members are more inclined to introduce blockchain strategies （misreporting behavior strategies）， and under equilibrium strategies， they can effectively increase consumer surplus and the green level of products. （2） The increase in blockchain costs to a certain extent reduces consumer privacy concerns but reduces the willingness of members to adopt blockchain strategies. An increase in the misreporting factor will increase members' consideration of misreporting behavior strategies， but as the return rate increases， it will reduce its efficiency. （3） Under the influence of consumer return rates and privacy concerns， lower consumer trust levels only make upstream and downstream companies willing to adopt blockchain strategies， while moderate trust levels will increase the willingness of upstream and downstream members to adopt misreporting behavior strategies.Management Insights are as follow： （1） For supply chain members， enhancing the comprehensive disclosure of product information increases consumer trust levels， leading to a larger market share. By adopting various technological innovations， green manufacturing efficiency can be effectively improved， green manufacturing costs can be reduced， and products with higher levels of green marketing can be marketed. （2） For consumers， trust in retailers' disclosure of product information should be enhanced， not only stimulating upstream and downstream companies to introduce new technologies， thus enabling consumers to obtain more comprehensive and authentic product information. Consumers should reduce their focus on green products， so that supply chain members are willing to adopt a misreporting factor strategy， enabling consumers to perceive the true green level of products to reduce returns and mitigate reputation loss for members. （3） For government policy formulation， governments should provide cost subsidies for supply chain members adopting blockchain， not only promoting members' stronger willingness to introduce blockchain strategies and facilitating enterprises' digital transformation， but also effectively reducing consumers' privacy concerns.

Key words: blockchain, misreporting behavior, privacy concerns, return rate, green supply chain