Cooperative Green Technology Innovation of an E-Commerce Sales Channel in a Two-Stage Supply Chain

Zongyu Mu, Yuangang Zheng and Hao Sun
Additional contact information
Zongyu Mu: Department of Management Science and Engineering, School of Business, Qingdao University, Qingdao 266071, China
Yuangang Zheng: Department of Management Science and Engineering, School of Business, Qingdao University, Qingdao 266071, China
Hao Sun: Department of Management Science and Engineering, School of Business, Qingdao University, Qingdao 266071, China

Sustainability, 2021, vol. 13, issue 13, 1-28

Abstract: The potential broad market of green consumption has encouraged an increasing number of enterprises to carry out green technology innovation activities. This paper examines a two-stage supply chain of e-commerce sales channels under different cooperative models. We find that consumers’ green preferences are the main factor that affects green product market demand. The manufacturer and the retailer can raise the levels of green technology innovation and extend green promotional services to expand product market demand in online and offline channels. However, consumers’ e-commerce preferences and online free-riding behaviors affect the manufacturer’s sales channel choice. The retailer can improve the level of green promotional services to hold offline channel market demand, while promotional behaviors have a positive/negative spillover effect on online market demand if the level of free riding falls above/below consumers’ e-commerce preferences. The higher the cooperative level is, the later the manufacturer will open the online channel and close the offline channel to ensure a high level of green promotional service from the cooperative retailer. The results show that the stronger the level of cooperation among all members is, the better the economic, ecological, and social benefits will be. Therefore, we design a revenue-cost sharing contract that can effectively motivate green technology innovation and green promotional services and afford all members win-win profits.

Keywords: cooperative strategy; e-commerce; green technology innovation; green promotional service; two-stage (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://www.mdpi.com/2071-1050/13/13/7499/pdf (application/pdf)
https://www.mdpi.com/2071-1050/13/13/7499/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:13:p:7499-:d:588926

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().