Eco-Labels and Sales Mode Selection Strategies for E-Commerce Platform Supply Chain

IF 2.5 3区 经济学 Q2 ECONOMICS
Fengmin Yao, Bing Li, Yang Lv, Xu-dong Qin
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引用次数: 0

Abstract

The E-commerce platform supply chain (EPSC) is maturing as a result of the platform economy's growth, and an increasing number of eco-friendly producers are joining E-commerce platforms to increase the sales of their eco-friendly goods. However, without an information disclosure mechanism, customers find it challenging to completely comprehend or grasp the green information on items. Eco-labels, as a green declaration symbol, can effectively reduce the information asymmetry between consumers and manufacturers. This paper establishes four game models for the EPSC under industry and government labels, considering the reselling and agency selling modes. The effects of consumers' green perceptions, eco-label credibility, and R&D cost coefficient on the operation of EPSC, consumer surplus, environmental quality improvement, and social welfare were analyzed. We find that the enhancement of consumers' green perceptions and eco-label credibility are beneficial for improving the product's greenness, increasing the profit of the E-commerce platform, consumer surplus, environmental quality improvement, and social welfare, but it may not necessarily be beneficial for the manufacturer and the overall profitability of EPSC. Additionally, the profitability of the E-commerce platform, consumer surplus, environmental quality improvement, and social welfare are more susceptible to shifts in consumers' green perceptions, whereas increasing the eco-label credibility is more beneficial to the revenues of the manufacturer and EPSC. From the perspective of pursuing profits, the industry label is often chosen by the manufacturer, whereas the E-commerce platform tends to choose the government label. Whether the optimal sales mode selection strategy of the manufacturer under the eco-label is beneficial to the E-commerce platform also depends on the size of unit production cost, commission rate, and consumers' green perceptions (eco-label credibility). Moreover, EPSC benefits most from the reselling mode under the industry label, whereas consumer surplus, environmental quality, and social welfare are better served by the reselling mode under the government label. Conversely, the manufacturer is more likely to decide to resell the product under the government label when the R&D for green products is highly challenging.

电子商务平台供应链生态标签与销售模式选择策略
随着平台经济的发展,电子商务平台供应链日趋成熟,越来越多的环保生产者加入电子商务平台,以增加其环保产品的销售。然而,如果没有信息披露机制,消费者很难完全理解或掌握商品上的绿色信息。生态标签作为绿色声明的标志,可以有效减少消费者与制造商之间的信息不对称。本文建立了工业标签和政府标签下电子产品供应链的四种博弈模型,分别考虑了转售和代理销售模式。分析了消费者的绿色感知、生态标签信誉度和研发成本系数对EPSC运行、消费者剩余、环境质量改善和社会福利的影响。研究发现,消费者绿色感知和生态标签可信度的提升对产品绿色度的提升、电子商务平台利润的增加、消费者剩余、环境质量的改善和社会福利的提高都有好处,但对制造商和EPSC的整体盈利能力未必有利。此外,电子商务平台的盈利能力、消费者剩余、环境质量改善和社会福利更容易受到消费者绿色观念转变的影响,而提高生态标签的可信度对制造商和EPSC的收入更有利。从追求利润的角度来看,制造商往往会选择行业标签,而电子商务平台则倾向于选择政府标签。生态标签下制造商的最优销售模式选择策略是否有利于电子商务平台,还取决于单位生产成本的大小、佣金率和消费者的绿色感知(生态标签信誉)。此外,工业标签下的转售模式对EPSC的效益最大,而政府标签下的转售模式对消费者剩余、环境质量和社会福利的服务效果更好。相反,当绿色产品的研发极具挑战性时,制造商更有可能决定转售贴有政府标签的产品。
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来源期刊
CiteScore
1.40
自引率
18.20%
发文量
242
期刊介绍: Managerial and Decision Economics will publish articles applying economic reasoning to managerial decision-making and management strategy.Management strategy concerns practical decisions that managers face about how to compete, how to succeed, and how to organize to achieve their goals. Economic thinking and analysis provides a critical foundation for strategic decision-making across a variety of dimensions. For example, economic insights may help in determining which activities to outsource and which to perfom internally. They can help unravel questions regarding what drives performance differences among firms and what allows these differences to persist. They can contribute to an appreciation of how industries, organizations, and capabilities evolve.
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