Abstract:

Ecolabel has become an important tool for manufacturers to disclose product green quality information. Information asymmetry leads to the consumers’ skepticism about the eco-label， which has become the key factor affecting manufacturers’ eco-label strategy. Facing government， industry， and self labels， and the difference of consumer skepticism on different types of ecolabels， how to select ecolabel has become an important strategy of environmental responsible manufacuturer. The eco-label selection strategy of environmental responsible manufacuturer， and the impacts of consumer skepticism and environmental preference behaviors on the optimal decisions and ecolabel strategies are studied by estabilishing game models of the label initiator， the manufacturer， and the retailer. The results show that when consumers’ skepticism level is relatively low， self-label is better for the manufacturer， and when consumers’ skepticism level is relatively high， industry label is better. If there are no other enforcement measures， manufacturer does not voluntarily choose government labels. Besides， the optimal decisions under government label are higher than industry label and self-label. Compared with self-label， industry label is more beneficial for retailer， supply chain， consumer surplus， and environmental quality improvement. In addition， when consumer skepticism level is relatively high， government label is superior to industry label for both the retailer and the consumer. Government label is beneficial to the consumer surplus and social welfare， but not necessarily beneficial to the performance of the supply chain.

Key words: consumer skepticism behavior, ecolabel strategy, environmental preference, game