JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2024, Vol. 59 ›› Issue (11): 126-138.doi: 10.6040/j.issn.1671-9352.0.2022.617

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Supply chain financing strategy with limited green marketing funds

SU Ningning1, HE Xinhua1*, HU Wenfa2   

  1. 1. School of Economics Management, Shanghai Maritime University, Shanghai 201306, China;
    2. School of Economics Management, Tongji University, Shanghai 200092, China
  • Published:2024-11-29

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Abstract: A decision model of retailer green marketing capital constraints was constructed, two schemes of bank credit financing(BCF)and trade credit financing(TCF)were compared and analyzed to make the optimal decisions of the green supply chain under the traditional channel and the dual channel respectively. Finally, the validity of the conclusion was verified by numerical simulation. The results show that:(1)In the traditional channel, retailers prefer TCF, and as the green marketing factor increases, the overall profit of the supply chain rises.(2)In the dual channel, when the green marketing factor was low, the retailers financing choice depends on the interest rate level, but the supply chain as a whole prefers BCF; as the green marketing factor and channel preference factor increase, and it is easier to achieve a win-win situation by adopting TCF.(3)Combining the optimal decisions of members under different channel structures: members revenue and product greenness levels are better under the dual-channel structure than in the traditional channel structure, and manufacturers can take the initiative to lower interest rates to facilitate retailers financing, to increase retailers incentive to order and thus improve economic efficiency.

Key words: green supply chain, green marketing factor, bank lending, trade credit, channel preference

CLC Number: 

  • F830
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