Offline and Online Channel Selection of Low-Carbon Supply Chain under Carbon Trading Market

This paper investigates the low-carbon product manufacturer’s different decision behavior in the offline traditional retail channel and online e-commerce channel when the carbon trading market has been established. The low-carbon product manufacturer is both in the carbon trading market and product market. In the former market, the manufacturer can gain profits by selling its emission quota. In the latter market, the manufacturer has two sales channel options, the traditional offline retailer and the online e-commerce platform. These two channels make two supply chains, the manufacturer-led offline one and the e-commerce platform-led online one. This paper combines the carbon trading market with the product market, formulates different Stackelberg game models, compares the manufacturer’s decision under two channels and the impact of channels on the carbon emission, does sensitivity analysis, and verifies the conclusions with numerical examples. Our findings are (1) the establishment of the carbon market will help the manufacturer reduce its carbon emission, especially for those sensitive to the carbon price and those with too much emissions; (2) whether the manufacturer turns to the online channel depends on the consumers’ sensitivity to the sales service, and consumers’ attention will guide the way to the online mode; (3) which mode is conducive to carbon emission reduction relies on the product type: the e-commerce platform does well for daily necessities of mass production while the traditional channel is better for experience goods.