An Analysis of Green Supply Chain Pricing Strategy Considering Government Subsidies and Retailers' Altruistic Preference

For the green supply chain system consisting of a single manufacturer and a single retailer, considering the altruistic preferences of retailers, construct three subsidy strategies under three subsidy strategies: government subsidy to consumers, government subsidy to manufacturer production cost, and government subsidy to manufacturer R&D cost game model. Study the optimal decision of the manufacturer's wholesale price , green level, retailer's retail price and government subsidy level, and the effect of retailer's altruistic preference, manufacturer's R&D efficiency on the benefits of supply chain members. The study found that the retailer's altruistic preference has an impact on the manufacturer's wholesale price and retailer's price, and has a positive effect on the manufacturer's profit, retailer's profit, consumer utility and social welfare. The two modes of government subsidy to consumers and government subsidy to manufacturers' production cost can effectively improve the profits of each member of the supply chain and the overall social welfare.