Sustainable Decision Systems in Green E-Business Models: Pricing and Channel Strategies in Low-Carbon O2O Supply Chains

Yulin Liu (), Tie Li and Yang Gao
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Yulin Liu: School of Management & Economics, University of Electronic Science & Technology of China, Chengdu 611731, China
Tie Li: School of Management & Economics, University of Electronic Science & Technology of China, Chengdu 611731, China
Yang Gao: School of Information & Communication Engineering, University of Electronic Science & Technology of China, Chengdu 611731, China

Sustainability, 2025, vol. 17, issue 13, 1-25

Abstract: This paper investigates sustainable decision systems within green E-business models by analyzing how different O2O (online-to-offline) fulfillment structures affect emission-reduction efforts and pricing strategies in a two-tier supply chain consisting of a manufacturer and a new retailer. Three practical sales formats—package self-pickup, nearby delivery, and hybrid—are modeled using Stackelberg game frameworks that incorporate key factors such as inconvenience cost, logistics cost, processing fees, and emission-reduction coefficients. Results show that the manufacturer’s emission-reduction decisions and both parties’ pricing strategies are highly sensitive to cost conditions and consumer preferences. Specifically, higher inconvenience and abatement costs consistently reduce profitability and emission efforts; the hybrid model exhibits threshold-dependent advantages over single-mode strategies in terms of carbon efficiency and economic returns; and consumer green preference and distance sensitivity jointly shape optimal channel configurations. Robustness analysis confirms the model’s stability under varying parameter conditions. These insights provide theoretical and practical guidance for firms seeking to develop adaptive, low-carbon fulfillment strategies that align with sustainability goals and market demands.

Keywords: sustainable decision systems; green E-business models; low-carbon supply chain; O2O channel strategies; pricing strategies; Stackelberg game (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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