IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i15p9190-d872850.html
   My bibliography  Save this article

Cooperative and Non-Cooperative Green Advertising in the Low-Carbon Supply Chain under Monopoly or Competitive Market

Author

Listed:
  • Hong Zeng

    (School of Economics, Guizhou University, Guiyang 550025, China)

  • Dongqin Jiang

    (School of Management, Guizhou University, Guiyang 550025, China)

  • Yimeng Li

    (School of Management, Guizhou University, Guiyang 550025, China)

Abstract

Customers feel a degree of ambiguity associated with low-carbon products, such as remanufactured products, and undervalue them. Although green advertising significantly impacts consumers’ acceptance of remanufactured products and the low-carbon supply chain (LCSC), limited research has been carried out on advertisement decisions for remanufactured products in the LCSC. This study introduces a two-echelon remanufacturing supply chain motivated by the practice of applying green advertising to update consumers’ low-carbon awareness. We use a game-theoretical approach to analyze the remanufacturer’s and retailer’s decisions on the green advertising program (non-coop vs. co-op green advertising) under different competitive scenarios in the LCSC. We find that the LCSC’s and the retailer’s profits are optimal in the non-coop green advertising under the monopoly, but the LCSC’s and the remanufacturer’s profits are optimal in the co-op green advertising under the competition. We suggest that the entry and royalty fees can be applied to coordinate the LCSC under different competitive scenarios.

Suggested Citation

  • Hong Zeng & Dongqin Jiang & Yimeng Li, 2022. "Cooperative and Non-Cooperative Green Advertising in the Low-Carbon Supply Chain under Monopoly or Competitive Market," Sustainability, MDPI, vol. 14(15), pages 1-22, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:15:p:9190-:d:872850
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/15/9190/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/15/9190/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Amir Farshbaf-Geranmayeh & Masoud Rabbani & Ata Allah Taleizadeh, 2017. "Cooperative advertising in a closed-loop supply chain to encourage customers to return their used products," International Journal of Inventory Research, Inderscience Enterprises Ltd, vol. 4(1), pages 4-22.
    2. Feng Zhang & Hong Chen & Yu Xiong & Wei Yan & Meilian Liu, 2021. "Managing collecting or remarketing channels: different choice for cannibalisation in remanufacturing outsourcing," International Journal of Production Research, Taylor & Francis Journals, vol. 59(19), pages 5944-5959, October.
    3. Kaya, Onur, 2010. "Incentive and production decisions for remanufacturing operations," European Journal of Operational Research, Elsevier, vol. 201(2), pages 442-453, March.
    4. Qiuxiang Li & Xingli Chen & Yimin Huang, 2019. "The Stability and Complexity Analysis of a Low-Carbon Supply Chain Considering Fairness Concern Behavior and Sales Service," IJERPH, MDPI, vol. 16(15), pages 1-21, July.
    5. Karray, Salma & Martín-Herrán, Guiomar & Sigué, Simon-Pierre, 2017. "Cooperative advertising for competing manufacturers: The impact of long-term promotional effects," International Journal of Production Economics, Elsevier, vol. 184(C), pages 21-32.
    6. Yang, Jing & Xie, Jinxing & Deng, Xiaoxue & Xiong, Huachun, 2013. "Cooperative advertising in a distribution channel with fairness concerns," European Journal of Operational Research, Elsevier, vol. 227(2), pages 401-407.
    7. Xianpei Hong & Huaige Zhang & Qin Zhong & Liwen Liu, 2016. "Optimal decisions of a hybrid manufacturing-remanufacturing system within a closed-loop supply chain," European Journal of Industrial Engineering, Inderscience Enterprises Ltd, vol. 10(1), pages 21-50.
    8. Yue, Jinfeng & Austin, Jill & Huang, Zhimin & Chen, Bintong, 2013. "Pricing and advertisement in a manufacturer–retailer supply chain," European Journal of Operational Research, Elsevier, vol. 231(2), pages 492-502.
    9. Céline Michaud & Daniel Llerena, 2011. "Green consumer behaviour: an experimental analysis of willingness to pay for remanufactured products," Post-Print hal-01809083, HAL.
    10. Ganesh Iyer, 1998. "Coordinating Channels Under Price and Nonprice Competition," Marketing Science, INFORMS, vol. 17(4), pages 338-355.
    11. Wang, Yacan & Hazen, Benjamin T., 2016. "Consumer product knowledge and intention to purchase remanufactured products," International Journal of Production Economics, Elsevier, vol. 181(PB), pages 460-469.
    12. Salma Karray & Saman Hassanzadeh Amin, 2015. "Cooperative advertising in a supply chain with retail competition," International Journal of Production Research, Taylor & Francis Journals, vol. 53(1), pages 88-105, January.
    13. Céline Michaud & Daniel Llerena, 2011. "Green consumer behaviour: an experimental analysis of willingness to pay for remanufactured products," Business Strategy and the Environment, Wiley Blackwell, vol. 20(6), pages 408-420, September.
    14. Govindan, Kannan & Popiuc, Maria Nicoleta, 2014. "Reverse supply chain coordination by revenue sharing contract: A case for the personal computers industry," European Journal of Operational Research, Elsevier, vol. 233(2), pages 326-336.
    15. John C. Harsanyi & Reinhard Selten, 1972. "A Generalized Nash Solution for Two-Person Bargaining Games with Incomplete Information," Management Science, INFORMS, vol. 18(5-Part-2), pages 80-106, January.
    16. Hazen, Benjamin T. & Overstreet, Robert E. & Jones-Farmer, L. Allison & Field, Hubert S., 2012. "The role of ambiguity tolerance in consumer perception of remanufactured products," International Journal of Production Economics, Elsevier, vol. 135(2), pages 781-790.
    17. Hong, Xianpei & Xu, Lei & Du, Peng & Wang, Wenjuan, 2015. "Joint advertising, pricing and collection decisions in a closed-loop supply chain," International Journal of Production Economics, Elsevier, vol. 167(C), pages 12-22.
    18. Zhaofu Hong & Yunrong Zhang & Yugang Yu & Chengbin Chu, 2020. "Dynamic pricing for remanufacturing within socially environmental incentives," International Journal of Production Research, Taylor & Francis Journals, vol. 58(13), pages 3976-3997, July.
    19. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    20. Heski Bar‐Isaac & Guillermo Caruana & Vicente Cuñat, 2010. "Information Gathering and Marketing," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 19(2), pages 375-401, June.
    21. R. Canan Savaskan & Luk N. Van Wassenhove, 2006. "Reverse Channel Design: The Case of Competing Retailers," Management Science, INFORMS, vol. 52(1), pages 1-14, January.
    22. Shi, Hongyan & Liu, Yunchuan & Petruzzi, Nicholas C., 2019. "Informative advertising in a distribution channel," European Journal of Operational Research, Elsevier, vol. 274(2), pages 773-787.
    23. Huang, Min & Song, Min & Lee, Loo Hay & Ching, Wai Ki, 2013. "Analysis for strategy of closed-loop supply chain with dual recycling channel," International Journal of Production Economics, Elsevier, vol. 144(2), pages 510-520.
    24. Bin Liu & Gangshu (George) Cai & Andy A. Tsay, 2014. "Advertising in Asymmetric Competing Supply Chains," Production and Operations Management, Production and Operations Management Society, vol. 23(11), pages 1845-1858, November.
    25. Huang, Zhimin & Li, Susan X., 2001. "Co-op advertising models in manufacturer-retailer supply chains: A game theory approach," European Journal of Operational Research, Elsevier, vol. 135(3), pages 527-544, December.
    26. Liang Guo, 2009. "Quality Disclosure Formats in a Distribution Channel," Management Science, INFORMS, vol. 55(9), pages 1513-1526, September.
    27. Ferrer, Geraldo & Swaminathan, Jayashankar M., 2010. "Managing new and differentiated remanufactured products," European Journal of Operational Research, Elsevier, vol. 203(2), pages 370-379, June.
    28. Robotis, Andreas & Boyaci, Tamer & Verter, Vedat, 2012. "Investing in reusability of products of uncertain remanufacturing cost: The role of inspection capabilities," International Journal of Production Economics, Elsevier, vol. 140(1), pages 385-395.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Karray, Salma & Martín-Herrán, Guiomar & Zaccour, Georges, 2017. "Assessing the profitability of cooperative advertising programs in competing channels," International Journal of Production Economics, Elsevier, vol. 187(C), pages 142-158.
    2. Maiti, T. & Giri, B.C., 2017. "Two-way product recovery in a closed-loop supply chain with variable markup under price and quality dependent demand," International Journal of Production Economics, Elsevier, vol. 183(PA), pages 259-272.
    3. Taleizadeh, Ata Allah & Sadeghi, Razieh, 2019. "Pricing strategies in the competitive reverse supply chains with traditional and e-channels: A game theoretic approach," International Journal of Production Economics, Elsevier, vol. 215(C), pages 48-60.
    4. Syed Asif Raza, 2022. "A bibliometric analysis of pricing models in supply chain," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(2), pages 228-251, April.
    5. Pietro De Giovanni & Georges Zaccour, 2022. "A selective survey of game-theoretic models of closed-loop supply chains," Annals of Operations Research, Springer, vol. 314(1), pages 77-116, July.
    6. Hong, Xianpei & Govindan, Kannan & Xu, Lei & Du, Peng, 2017. "Quantity and collection decisions in a closed-loop supply chain with technology licensing," European Journal of Operational Research, Elsevier, vol. 256(3), pages 820-829.
    7. Pietro Giovanni & Georges Zaccour, 2019. "A selective survey of game-theoretic models of closed-loop supply chains," 4OR, Springer, vol. 17(1), pages 1-44, March.
    8. He, Yi & Wang, Hang & Guo, Qiang & Xu, Qingyun, 2019. "Coordination through cooperative advertising in a two-period consumer electronics supply chain," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 179-188.
    9. Michael Krapp & Johannes B. Kraus, 2019. "Coordination contracts for reverse supply chains: a state-of-the-art review," Journal of Business Economics, Springer, vol. 89(7), pages 747-792, September.
    10. Gou, Qinglong & Shao, Jing & Wang, Xin & Yu, Lili, 2020. "Co-op supply chains with a local media company: Models and analysis," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 136(C).
    11. Yang, Lei & Hu, Yijuan & Huang, Lijuan, 2020. "Collecting mode selection in a remanufacturing supply chain under cap-and-trade regulation," European Journal of Operational Research, Elsevier, vol. 287(2), pages 480-496.
    12. De Giovanni, Pietro & Karray, Salma & Martín-Herrán, Guiomar, 2019. "Vendor Management Inventory with consignment contracts and the benefits of cooperative advertising," European Journal of Operational Research, Elsevier, vol. 272(2), pages 465-480.
    13. Lijun Meng & Qiang Qiang & Zuqing Huang & Baoyou Zhang & Yuxiang Yang, 2020. "Optimal Pricing Strategy and Government Consumption Subsidy Policy in Closed-Loop Supply Chain with Third-Party Remanufacturer," Sustainability, MDPI, vol. 12(6), pages 1-29, March.
    14. Kenichiro Chinen & Mitsutaka Matsumoto, 2021. "Indonesians’ Perceptions of Auto Parts Remanufactured in China: Implications for Global Remanufacturing Operations," Sustainability, MDPI, vol. 13(7), pages 1-16, April.
    15. Guilan Yan & Yi He, 2020. "Coordinating pricing and advertising in a two-period fashion supply chain," 4OR, Springer, vol. 18(4), pages 419-438, December.
    16. Matsui, Kenji, 2022. "Optimal timing of acquisition price announcement for used products in a dual-recycling channel reverse supply chain," European Journal of Operational Research, Elsevier, vol. 300(2), pages 615-632.
    17. Daan Kabel & Mattias Elg & Erik Sundin, 2021. "Factors Influencing Sustainable Purchasing Behaviour of Remanufactured Robotic Lawn Mowers," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    18. Feng, Lipan & Govindan, Kannan & Li, Chunfa, 2017. "Strategic planning: Design and coordination for dual-recycling channel reverse supply chain considering consumer behavior," European Journal of Operational Research, Elsevier, vol. 260(2), pages 601-612.
    19. Zhu, Qinghua & Sarkis, Joseph & Lai, Kee-hung, 2015. "Reprint of “Supply chain-based barriers for truck-engine remanufacturing in China”," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 74(C), pages 94-108.
    20. Quariguasi Frota Neto, João & Dutordoir, Marie, 2020. "Mapping the market for remanufacturing: An application of “Big Data” analytics," International Journal of Production Economics, Elsevier, vol. 230(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:15:p:9190-:d:872850. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.