Pricing and green promotion effort strategies in dual-channel green supply chain: considering e-commerce platform financing and free-riding
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 20 January 2023
Issue publication date: 20 November 2023
Abstract
Purpose
This paper aims to explore product pricing and green promotion effort policies and further analyzes the influences of financing interest rate, green promotion effort and free-riding behavior on the optimal strategies.
Design/methodology/approach
Research will be conducted with the aid of Stackelberg game research method, considering that the manufacturer has financial constraints and financing from e-commerce platform, and consumers have dual preferences, based on the two models of no green promotion effort for physical store and green promotion effort for physical store to explore dual-channel green supply chain strategies.
Findings
This research puts forward the following findings, in the two models: the rise in financing interest rate leads to an increase in wholesale and selling prices of dual channels and a decrease in demand of dual channels. The green promotion effort has a positive impact on wholesale prices, selling prices and demand of dual channels. The rise of free-riding rate makes offline wholesale and selling prices fall, whereas online wholesale and selling prices rise.
Originality/value
This research results can provide reference for the decision-making in the context of supply chain financing and free-riding.
Keywords
Acknowledgements
Declaration of competing interest: The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
Citation
Li, M. and Shan, M. (2023), "Pricing and green promotion effort strategies in dual-channel green supply chain: considering e-commerce platform financing and free-riding", Journal of Business & Industrial Marketing, Vol. 38 No. 11, pp. 2310-2323. https://doi.org/10.1108/JBIM-07-2022-0303
Publisher
:Emerald Publishing Limited
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