消费者绿色偏好、参考价格效应与供应链绿色创新

在竞争性的市场环境中引入消费者绿色偏好和参考价格效应，考虑这两种消费者行为特征如何交互作用于供应链上下游的绿色创新活动，进而影响绿色创新活动的绩效结果和利润分配。通过构建集中决策、分散决策和成本分担情境下的供应链绿色创新微分博弈模型，分别求得均衡条件下的供应链成员最优绿色创新努力水平与利润，并通过数值仿真结果进一步探讨消费者行为特征与供应链成员绿色创新努力水平之间的关系。研究表明，消费者偏好特征变化是激发供应链成员作出绿色创新努力的重要因素。制造商可以通过对供应商进行成本补贴来激发其绿色创新积极性，且当供应商边际利润与制造商边际利润的关系达到一定阈值，这种绿色创新成本补贴的激励效果更加显著，因而更有可能实现绿色创新基础上的供应链系统利润最优。

Consumer's Green Preference,Reference Price Effect and Supply Chain Green Innovation

The green innovation activities of manufacturers and suppliers in the supply chain are focused on, and the relationship between the characteristics of consumer behaviors and the level of green innovation efforts of members of the supply chain discussed, taking into account the consumer's green preferences on the market demand side and the reference price effect they cause. By constructing a differential game model of supply chain green innovation under the conditions of centralized decision-making, decentralized decision-making and cost sharing, the optimal green innovation effort level and profit of supply chain members under equilibrium conditions are respectively obtained, and the relevant conclusions analyzed through numerical simulation. Studies have shown that changes in consumer preference characteristics are an important factor that motivates supply chain members to make green innovation efforts. With the enhancement of consumer green preference characteristics, the cost-sharing contract has a more obvious Pareto improvement on the profits of supply chain nodes. At the same time, manufacturers can stimulate their green innovation enthusiasm by providing cost subsidies to suppliers, and when the relationship between the supplier’s marginal profit and the manufacturer’s marginal profit reaches a certain threshold, the incentive effect of this green innovation cost subsidy is more significant. Therefore, it is more possible to realize the optimal profit of the supply chain system based on green innovation.