دانلود مقاله سرمایه گذاری راهبردی برای توسعه محصول سبز
چکیده
مقدمه
مروری بر مطالعات پیشین
مدل پایه
تجزیه و تحلیل تعادل
مقایسه
اثرات زیست محیطی و مازاد مصرف کننده
نتیجه گیری
منابع
Abstract
Introduction
Literature Review
Basic Model
Equilibrium Analysis
Comparison
Environmental impact and consumer surplus
Conclusions
Reference
چکیده
افزایش آگاهی زیست‌محیطی در بین مصرف‌کنندگان و مسئولیت‌پذیری محیط‌زیست شرکت‌ها، شرکت‌ها را به توجه بیشتر به عملیات سبز ترغیب می‌کند. شیوه‌های سبز، مانند توسعه محصول سبز (GPD) و استراتژی‌های بازاریابی سبز، بر پایداری زنجیره تامین تأثیر می‌گذارند. این مقاله چهار سناریو را برای تعیین اینکه چه کسی برای اجرای GPD یا بازاریابی سبز در زنجیره تامین متشکل از یک تولید کننده و یک خرده فروش در رابطه با محصولات با ویژگی های سبز مناسب تر است، در نظر می گیرد. چندین یافته به دست آمده است: اول، یک تعامل قابل توجه بین GPD و تصمیمات بازاریابی سبز وجود دارد. این دو تصمیم مهم باید به طور همزمان در یک زنجیره تامین در نظر گرفته شوند. دوم، زمانی که فاکتور هزینه بازاریابی سبز به اندازه کافی بالا باشد، تولیدکننده، خرده‌فروش، کل زنجیره تامین، محیط زیست و مصرف‌کنندگان از سناریویی که تولیدکننده در GPD و بازاریابی سبز رهبری می‌کند سود می‌برند، که ممکن است رویه رایج تولیدکننده را توضیح دهد. انجام هر دو GPD و بازاریابی سبز. از دیدگاه خرده فروش، اتخاذ هر دو GPD و بازاریابی سبز همیشه انتخاب بدی است. اثرات زیست محیطی و مازاد مصرف کننده نیز مورد بررسی قرار می گیرد. برای بهبود محیط زیست و افزایش مازاد مصرف‌کننده، بهتر است آگاهی مصرف‌کنندگان از درجه سبز یک محصول افزایش یابد و مصرف‌کنندگان بتوانند سودمندی مثبت‌تری از بازاریابی سبز کسب کنند.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
Growing environmental awareness among consumers and corporate environmental responsibility prompt enterprises to pay more attention to green operations. Green practices, such as green product development (GPD) and green marketing strategies, affect the sustainability of a supply chain. This paper considers four scenarios to determine who is more suitable to implement GPD or green marketing in a supply chain consisting of a manufacturer and a retailer regarding products with green attributes. Several findings are derived. First, there is a significant interaction between GPD and green marketing decisions. These two important decisions should be considered simultaneously in a supply chain. Second, when the green marketing cost factor is sufficiently high, the manufacturer, retailer, whole supply chain, environment, and consumers will benefit from the scenario where the manufacturer leads in both GPD and green marketing, which may explain the common practice of the manufacturer conducting both GPD and green marketing. From the retailer's perspective, adopting both GPD and green marketing is always a bad choice. The environmental impact and consumer surplus are also investigated. For improving the environment and enhancing consumer surplus, it is best to enhance consumers' awareness of a product's green degree and enable the consumers to derive more positive utility from green marketing.
Introduction
Environmental issues, such as global warming and environmental pollution, are hot topics throughout the world because they relate closely to the safety of human beings and the health of the human body. People are becoming increasingly aware of environmental issues, and this influences their purchase decisions. According to an Accenture global survey, more than 80% of interviewees consider a product's environmental performance when making a purchase decision (Agrawal et al., 2012). “Green product” has become a popular term in recent years. According to the Organisation for Economic Co-operation and Development (2009), green products reflect the prevention, limitation, reduction, or correction of harmful environmental impacts on the water, air, and soil. Unleaded gasoline, environmentally friendly detergents, recycled paper products, ozone-friendly sprays, and green organic foods, among many others, are considered green products (Schlegelmilch et al., 1996; Titterington et al., 1996). To be recognized and trusted by consumers, eco-labels are provided for some categories that have a great environmental impact. Eco-labels are certification marks or seals of approval to verify the environmental qualities of a certain product for consumers (Atkinson and Rosenthal, 2014). They are commonplace in Europe (e.g., the Blue Angel in Germany and the Nordic Swan in Scandinavia) and are growing in use in other countries, such as the United States and China. Green products with eco-labels are usually evaluated in terms of the environmental impact throughout the whole life cycle, from material acquisition, to manufacturing, to consumer use, to recycling. According to the international trade practice, only those products with eco-labels can be called green products. However, not all product categories have such a certification, and producing totally green products is costly and expensive for consumers. The seller may announce some green attributes (Jiang et al., 2021) or environmental features (Li et al., 2021) of their products to satisfy consumers' green demand. For instance, Apple states that it is using more recycled materials than ever, like the 40% recycled content in the MacBook Air with retina display, and the 99% recycled tungsten in iPhone 12 and Apple Watch Series 6 (Apple, 2021). According to H&M, green sourced cotton (e.g., organic, recycled, and better cotton) accounted for about 43% of all cotton used by the company in 2018 and it aims to reach the goal of using only 100% recycled or other sustainably sourced materials by 2030. In some regions of the Middle East, more than 80% of consumers are highly concerned about the environmental performance of products, and one third of them prioritize buying green products (Wang and Hou, 2020). In this paper, we consider products with green attributes, including those products that have eco-labels.
Conclusions
This paper jointly studied the green product development (GPD) and green marketing strategies of a supply chain consisting of one manufacturer and one retailer. To explore who is more suitable to lead these two strategies, we developed game models in four different scenarios and compared the optimal decisions and profits. Then we analyzed which scenario is best from the environmental and consumer perspectives.