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Cooperative emission reduction in the supply chain: the value of green marketing under different power structures

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Abstract

Under environmental policies and consumers’ green preferences, firms are facing the problem of how to improve the efficiency of emission reduction (ER) and increase profit. In this paper, we construct an analytical framework that includes a manufacturer and a retailer to explore the value of cooperative ER under the carbon cap-and-trade mechanism (CCTM). The manufacturer invests in green technologies to reduce emissions, and the retailer can choose whether to implement green marketing. We find that cooperative ER can increase the manufacturer’s ER level and the profit of the manufacturer and the retailer. In the retailer-led situation, the manufacturer’s ER level and the retailer’s marketing level are both higher than in the manufacturer-led situation. Moreover, the economic performance of the supply chain (SC) is better. Furthermore, when consumers have a strong green preference, the value of cooperative ER is greater; in addition, the advantage of the retailer-led situation is more obvious. Our work enriches the ER theory and provides guidance for firms to reduce emissions.

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Data availability

The datasets used and analyzed during the current study are available from the corresponding author upon reasonable request.

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Funding

This work was supported by the National Natural Science Foundation of China (12171441), General Project of Humanities and Social Sciences of the Ministry of Education of China (21YJC630077), and the Science and Technology Research Project of Henan Province (212102310059).

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Authors and Affiliations

  1. School of Management Engineering, Zhengzhou University of Aeronautics, Zhengzhou, 450046, China

    Xiaofei Kou, Hao Liu, Honghu Gao, Haibin Liu & Xingwang Yu

  2. Zhengzhou, China

    Hao Liu

Authors
  1. Xiaofei Kou
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  2. Hao Liu
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  3. Honghu Gao
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  4. Haibin Liu
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  5. Xingwang Yu
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Contributions

Xiaofei Kou and Hao Liu were responsible for the conception and design of the study, and were the main writers of the manuscript; Honghu Gao interpreted the results; Haibin Liu and Xingwang Yu contributed to the discussion and revisions; and Hao Liu reviewed and supervised the manuscript. All authors read and approved the final manuscript.

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Correspondence to Hao Liu.

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Appendix

Appendix

Table 3 The effect of \(k_{1}\) on related decisions
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Table 4 The effect of \(k_{2}\) on related decisions
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Table 5 The effect of \(g_{1}\) on related decisions
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Table 6 The effect of \(g_{2}\) on related decisions
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Table 7 The effect of \(p_{o}\) on related decisions
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Kou, X., Liu, H., Gao, H. et al. Cooperative emission reduction in the supply chain: the value of green marketing under different power structures. Environ Sci Pollut Res 29, 68396–68409 (2022). https://doi.org/10.1007/s11356-022-20683-3

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  • DOI: https://doi.org/10.1007/s11356-022-20683-3

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