关键词: 供应链, 绿色运营, 感知偏差, 绿色研发, 广告宣传

Abstract: For exploring the impact of consumer's perceptual bias on green operational strategies,the consumer's green consumption utility function was adopted with consideration of three kinds of green consumption motivations comprehensively.On this basis,the operational decision models of green supply chain with consideration and without consideration of consumer's perceptual bias were constructed respectively.The decisions of manufacturer's green innovation efforts,the retailer's promotion level and related pricing decisions were discussed.The result showed that the manufacturer would increase the green innovation investment with the consideration of consumers' perceptual biases by comparing with non-considering consumer's perceptual bias,and the advertisement level of retailer depended on its unit advertising cost.Although manufacturer's revenues or retailer's revenues might be decreased with the consideration of consumer's perceptual bias under certain scenarios,the supply chain performance and whole society welfare would be enhanced.By taking focus automobile for example,a numerical analysis was conducted to verify the effectiveness of the proposed method.

Key words: supply chains, green operation, perceptual biases, green innovation, advertising