考虑环保标签和利他偏好的绿色供应链决策研究

目的 考虑消费者对环保标签的信任度和绿色意识，探究利他偏好对制造商和零售商决策的影响。方法 构建由生产自贴环保标签型绿色产品制造商和零售商组成的Stackelberg博弈模型，分析制造商利他偏好的作用机制，然后采用数值分析方法对决策结果进行对比。结论 消费者对环保标签信任度的提升和制造商利他偏好的增强有助于提升绿色努力水平和绿色供应链总利润；当制造商利他偏好强度过大时，制造商的利润会随着消费者信任度的增加而减少，可能出现负值，引起供应链失衡；制造商利他偏好强度和消费者信任度越大，对制造商效用的提升效果越明显。

Green Supply Chain's Decision-making Considering Environmental Labels and Altruistic Preference

The work aims to consider consumers'' trust in environmental labels and their green awareness, and explore the effect of altruistic preference on decision-making of manufacturers and retailers. A Stackelberg game model consisting of a manufacturer of self-adhered green products and a retailer was constructed to analyze the mechanism of altruistic preference of the manufacturer, and then the decision results were compared by numerical analysis. The research shows that increased consumer trust in environmental labels and increased altruistic preferences by manufacturers can help boost green efforts and total profits of the green supply chain. When the degree of the manufacturer''s altruistic preference is too great, the manufacturer''s profit decreases with the increase of consumers'' trust, which may lead to negative profits of the manufacturer and imbalance of the supply chain. The greater the manufacturer''s altruistic preference and consumer''s trust, the more significant the improvement effect on the manufacturer''s utility.