Green supply chain contracts with eco-labels issued by the sales platform: profitability and environmental implications

Considering environmentally conscious consumers, a manufacturer, and a sales platform which provides eco-labels for qualified manufacturers, this paper develops a supply chain model to study how eco-labels affect green supply chain operations, from the profitability and environmental perspectives. The results show that the sales platform prefers the agency contract, but the manufacturer prefers the wholesale price contract. Considering the performance of the supply chain, the agency contract brings a higher profit while the wholesale price contract results in a bigger environmental improvement. An unexpected but interesting result is that when the agency contract is used and consumer green awareness increases, the sale price declines rather than increasing as it does under the wholesale price contract. This decline happens because the required marketing effort of the sales platform will be lower, which incentivises the platform to reduce the commission rate. Consequently, the manufacturer faces a lower commission rate and a higher margin when consumers display greater green awareness. Moreover, as the core and more powerful player of the supply chain, the sales platform can propose a platform-led revenue sharing contract to fully coordinate the supply chain, which improves the performance of the supply chain both in profitability and environmental perspectives.