Green Investment Strategies and Pricing Decisions in a Supply Chain Considering Blockchain Technology

Songshi Shao, Yutong Li, Xu Cheng () and Jinzhu Qu
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Songshi Shao: Naval Architecture and Ocean Engineering College, Naval University of Engineering, Wuhan 430033, China
Yutong Li: Naval Architecture and Ocean Engineering College, Naval University of Engineering, Wuhan 430033, China
Xu Cheng: Department of Basic, Naval University of Engineering, Wuhan 430033, China
Jinzhu Qu: Shanghai Marine Electronic Equipment Research Institute, Shanghai 201108, China

Sustainability, 2025, vol. 17, issue 14, 1-23

Abstract: With rising environmental awareness, numerous firms are transitioning to green investment, such as low-carbon production. However, the consumer adoption of low-carbon products remains low due to transparency concerns. Many firms are leveraging blockchain to address information asymmetry in the supply chain, thereby building consumer confidence in low-carbon products. The purpose of this work is to provide decision support for business firms by analyzing the strategic choices regarding the manufacturer’s green investment and the e-retailer’s adoption of blockchain technology. Three strategy combinations are considered, including the baseline strategy combination without green investment and blockchain technology (NN), the strategy combination with only green investment (LN), and the strategy combination with both green investment and blockchain technology (LB). The optimal pricing and green level decisions are derived, and the conditions under which green investment and blockchain technology are beneficial to the supply chain members are examined. The findings suggest that the e-retailer can obtain the highest profit without adopting blockchain technology if it holds a substantial or extremely low market share, if the consumers’ low-carbon preference is at a low to medium level, or if the consumer green trust coefficient is high when the manufacturer implements the green investment strategy. When consumers exhibit a weak preference for low-carbon products, the strategy combination NN is optimal for the supply chain members. The strategy combination LB becomes optimal if the consumer green trust coefficient is near or below the moderate threshold, if the market share of a channel is neither extremely high nor low, or if consumers exhibit a strong preference for low-carbon products.

Keywords: low-carbon supply chain; blockchain technology; pricing; green level; 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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