Abstract: The implementation of green design in enterprises is one of the effective means to reduce the production cost and environmental impact of unit products.Aiming at the supply chain composed of a manufacturer implementing green design and a retailer with altruistic preference,four supply chain Game models were constructed,and the impact of retailer's altruistic preference and information sharing strategies on green design and pricing decisions,optimal operation of supply chain and environment were discussed.The study showed that whether the information was symmetrical or not,the retailer's altruistic preference could weaken the double marginal effect of GASC system,but it was not conducive to improving environmental performance when the manufacturer's green design efficiency was low.Whether the retailer had altruistic preference or not,the “double marginal effect” of GASC system could be alleviated to a certain extent when the information was symmetrical,and the mitigation conditions were related to the parameters of green design efficiency,consumers'green design preference and green design cost reduction efficiency,but independent of market demand fluctuations and altruistic preference coefficient.

Key words: green design, supply chains, altruistic preference, asymmetric information

摘要： 企业实施绿色设计是降低单位产品生产成本及环境影响的有效手段之一。针对一个实施绿色设计的制造商和一个具有利他偏好的零售商组成的供应链(GASC),构建了4种情形下的供应链博弈模型,探讨零售商的利他偏好及信息分享策略对供应链绿色设计及定价决策、优化运作及环境的影响。研究发现,无论信息是否对称,零售商利他偏好均能减弱GASC系统的“双重边际”效应,但在制造商绿色设计效率较低时不利于改善环境绩效。无论零售商是否利他偏好,在信息对称时,GASC系统的“双重边际”效应均能得到一定程度的缓解,且缓解条件与绿色设计效率、消费者绿色设计偏好及成本减少效率参数有关,与市场需求波动及利他偏好系数无关。

关键词: 绿色设计, 供应链, 利他偏好, 信息不对称