With the background of government subsidies and increasing consumer environmental\nawareness, this article establishes a two-echelon supply chain\nmodel of manufacturer and retailer. Based on this model, this article analyzes\nthe decision-making problems of manufacturer and retailer under both decentralized\nand centralized decision modes, and the impact of consumer green\nsensitivity on product pricing, green degree and other decisions. The results\nshow that government subsidies, higher consumer green sensitivities are\nconducive to green product promotion and members of decentralized decision\nsupply chain, but higher consumer green sensitivity will reduce the overall\nsupply chain profit in a centralized decision mode. Finally, this paper discusses\nthe design of supply chain contract mechanism in decentralized decision\nmode to achieve supply chain coordination.
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