Product Green Degree Decisions of Dual-Channel Green Supply chain Considering E-tailer's Green Invest

This article discusses the product green degree decision and the downstream green investment decision of a two-stage green supply chain consisting of a manufacturer and an e-tailer. Based on whether the e-tailer makes green investment or not, this study discusses the equilibrium green degree and equilibrium price of green product under centralized decision and decentralized decision, and analyzes the conditions for the e-tailer to make green investment. The results show that centralized system is better than decentralized system from the perspective of total profit of supply chain members. When the unit cost of the e-tailer's green investment is high, the e-tailer will not make green investment. Consumers' preference for green products, unit cost of green investment and "green value-added service effect" brought by the e-tailer will also affect the strategic choice of e-tailer.