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1 – 1 of 1This paper aims to explore product pricing and green promotion effort policies and further analyzes the influences of financing interest rate, green promotion effort and…
Abstract
Purpose
This paper aims to explore product pricing and green promotion effort policies and further analyzes the influences of financing interest rate, green promotion effort and free-riding behavior on the optimal strategies.
Design/methodology/approach
Research will be conducted with the aid of Stackelberg game research method, considering that the manufacturer has financial constraints and financing from e-commerce platform, and consumers have dual preferences, based on the two models of no green promotion effort for physical store and green promotion effort for physical store to explore dual-channel green supply chain strategies.
Findings
This research puts forward the following findings, in the two models: the rise in financing interest rate leads to an increase in wholesale and selling prices of dual channels and a decrease in demand of dual channels. The green promotion effort has a positive impact on wholesale prices, selling prices and demand of dual channels. The rise of free-riding rate makes offline wholesale and selling prices fall, whereas online wholesale and selling prices rise.
Originality/value
This research results can provide reference for the decision-making in the context of supply chain financing and free-riding.
Details