“双碳”目标下电商平台零售商公平关切行为对供应链决策的影响

The Impact of Retailers’ Fairness Concern Behavior on Supply Chain Decisions in E-Commerce Platforms under the “Dual Carbon” Goals

摘要: 在“双碳”目标持续推进和绿色消费意识增强的背景下，电商平台供应链中制造商与零售商之间的利润分配不均衡问题日益凸显。零售商的公平关切行为，即对利润分配公平性的敏感程度会影响其定价、促销及绿色推广等决策行为。文章构建了一个由制造商和零售商组成的绿色家电电商供应链博弈模型，并引入零售商公平关切系数，分别在无公平关切、零售商公平关切以及政府补贴干预三种情境下，运用Stackelberg博弈理论求解均衡批发价、零售价及各方利润。研究表明：零售商公平关切行为可使制造商调整批发价、降低终端零售价，有效缓解供应链双重边际效应；制造商利润随公平关切程度提升而增长，且利润受政府补贴水平调节，低补贴时公平关切叠加补贴的利润更高，高补贴时仅公平关切情境下的利润更优；政府补贴能显著放大公平关切对零售商利润的促进作用，并与公平关切形成协同效应，推动供应链整体利润提升。研究结论为“双碳”目标背景下电商平台供应链的公平治理与政策设计提供了理论参考。

Abstract: Against the backdrop of the “dual carbon” goals and the growing awareness of green consumption, the issue of imbalanced profit distribution between manufacturers and retailers in e-commerce platform supply chains has become increasingly prominent. The retailer’s fairness concern, i.e., its sensitivity to the fairness of profit distribution, affects its decisions regarding pricing, promotion, and green initiatives. This paper constructs a green appliance e-commerce supply chain game model consisting of one manufacturer and one retailer, incorporating the retailer’s fairness concern coefficient. Using Stackelberg game theory, we solve for the equilibrium wholesale price, retail price, and profits under three scenarios: no fairness concern, retailer fairness concern, and government subsidy intervention. The results show that the retailer’s fairness concern induces the manufacturer to adjust the wholesale price and lower the final retail price, thereby effectively alleviating the double marginalization effect in the supply chain. The manufacturer’s profit increases with the degree of fairness concern, and this profit is moderated by the level of government subsidy. Under a low subsidy, the combination of fairness concern and subsidy yields higher profit; under a high subsidy, the profit is better in the fairness‑concern scenario alone. Government subsidies significantly amplify the positive effect of fairness concern on the retailer’s profit and create a synergistic effect with fairness concern, thereby boosting the overall profit of the supply chain. The findings provide theoretical insights for fair governance and policy design in e‑commerce platform supply chains under the “dual carbon” goals.