Research on Pricing Decision of Direct Sales Green Supply Chain Based on Consumers’ Valuation

Consumer’s valuation of merchandise is an important factor affecting consumer buying behavior. When the consumer’s valuation exceeds the price of product, the consumer generally makes a decision to purchase the product; conversely, when the consumer’s estimate is lower than the price of product, the...

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Autores principales:	Yong-Gang Ye, Xiao-Feng Liu
Formato:	article
Lenguaje:	EN
Publicado:	Hindawi Limited 2021
Materias:	Mathematics QA1-939
Acceso en línea:	https://doaj.org/article/fb069c5acf47463aaa7df5507fe73999
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spelling	oai:doaj.org-article:fb069c5acf47463aaa7df5507fe739992021-11-22T01:10:37ZResearch on Pricing Decision of Direct Sales Green Supply Chain Based on Consumers’ Valuation1607-887X10.1155/2021/7743647https://doaj.org/article/fb069c5acf47463aaa7df5507fe739992021-01-01T00:00:00Zhttp://dx.doi.org/10.1155/2021/7743647https://doaj.org/toc/1607-887XConsumer’s valuation of merchandise is an important factor affecting consumer buying behavior. When the consumer’s valuation exceeds the price of product, the consumer generally makes a decision to purchase the product; conversely, when the consumer’s estimate is lower than the price of product, the consumer will usually refuse to buy the product. From the perspective of consumer product valuation, this study assumed that the consumer’s product valuation obeys a uniform distribution, and a novel consumer demand function was proposed. On this basis, we studied enterprises’ pricing decisions in the supply chain of green agricultural products and obtained the equilibrium prices and optimal profits of the enterprises in several different scenarios, including Vertical Nash game model (VNM), firm A Stackelberg game model (FASM), firm B Stackelberg game model (FBSM), and cooperative game model (CM). In addition, the influence of parameters, such as green level, green preference payment coefficient, and green cost on the optimal profit, was discussed based on game theory and numerical simulation analysis. It was found that equilibrium prices always existed in several different scenarios, and when consumer’s green preference payment coefficient was large enough, the optimal profit of firm B was greater than the optimal profit of firm A. Furthermore, in CM, the sum of optimal profit of firm A and optimal profit of firm B is maximum for four scenarios. Finally, in the three competitive scenarios, green level, green preference payment coefficient, and green cost, have a positive or negative effect on the optimal profits of firm A or firm B. The research conclusions of this study provided theoretical support for the decision-making of enterprises and related management departments.Yong-Gang YeXiao-Feng LiuHindawi LimitedarticleMathematicsQA1-939ENDiscrete Dynamics in Nature and Society, Vol 2021 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Mathematics QA1-939
spellingShingle	Mathematics QA1-939 Yong-Gang Ye Xiao-Feng Liu Research on Pricing Decision of Direct Sales Green Supply Chain Based on Consumers’ Valuation
description	Consumer’s valuation of merchandise is an important factor affecting consumer buying behavior. When the consumer’s valuation exceeds the price of product, the consumer generally makes a decision to purchase the product; conversely, when the consumer’s estimate is lower than the price of product, the consumer will usually refuse to buy the product. From the perspective of consumer product valuation, this study assumed that the consumer’s product valuation obeys a uniform distribution, and a novel consumer demand function was proposed. On this basis, we studied enterprises’ pricing decisions in the supply chain of green agricultural products and obtained the equilibrium prices and optimal profits of the enterprises in several different scenarios, including Vertical Nash game model (VNM), firm A Stackelberg game model (FASM), firm B Stackelberg game model (FBSM), and cooperative game model (CM). In addition, the influence of parameters, such as green level, green preference payment coefficient, and green cost on the optimal profit, was discussed based on game theory and numerical simulation analysis. It was found that equilibrium prices always existed in several different scenarios, and when consumer’s green preference payment coefficient was large enough, the optimal profit of firm B was greater than the optimal profit of firm A. Furthermore, in CM, the sum of optimal profit of firm A and optimal profit of firm B is maximum for four scenarios. Finally, in the three competitive scenarios, green level, green preference payment coefficient, and green cost, have a positive or negative effect on the optimal profits of firm A or firm B. The research conclusions of this study provided theoretical support for the decision-making of enterprises and related management departments.
format	article
author	Yong-Gang Ye Xiao-Feng Liu
author_facet	Yong-Gang Ye Xiao-Feng Liu
author_sort	Yong-Gang Ye
title	Research on Pricing Decision of Direct Sales Green Supply Chain Based on Consumers’ Valuation
title_short	Research on Pricing Decision of Direct Sales Green Supply Chain Based on Consumers’ Valuation
title_full	Research on Pricing Decision of Direct Sales Green Supply Chain Based on Consumers’ Valuation
title_fullStr	Research on Pricing Decision of Direct Sales Green Supply Chain Based on Consumers’ Valuation
title_full_unstemmed	Research on Pricing Decision of Direct Sales Green Supply Chain Based on Consumers’ Valuation
title_sort	research on pricing decision of direct sales green supply chain based on consumers’ valuation
publisher	Hindawi Limited
publishDate	2021
url	https://doaj.org/article/fb069c5acf47463aaa7df5507fe73999
work_keys_str_mv	AT yonggangye researchonpricingdecisionofdirectsalesgreensupplychainbasedonconsumersvaluation AT xiaofengliu researchonpricingdecisionofdirectsalesgreensupplychainbasedonconsumersvaluation
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Research on Pricing Decision of Direct Sales Green Supply Chain Based on Consumers’ Valuation

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