Pricing strategy of dual-channel supply chain considering fairness and information asymmetry

• 1、Economics and Management School, Nanjing University of Technology,Nanjing 211816

Abstract：Under the development requirements of carbon peak and carbon neutrality, a dual-channel supply chain system is constructed in which the manufacturer undertakes the task of reducing emissions while the retailer is responsible for low-carbon promotion. The Stackelberg game model is solved in four situations to discuss the impact of retailers\' fairness concerns and information sharing strategies on supply chain pricing decisions, markets, and profits. Research shows that regardless of whether the information is symmetrical or not, retailers\' fairness concerns may not always lower wholesale prices. When information is symmetric, fairness concerns behaviors are not necessarily related to pricing and demand; when information is asymmetric, fairness concerns behaviors have a positive impact on retail prices, the level of low-carbon publicity efforts and direct sales market demand, but will have a negative impact on retail market demand. Retailers\' fairness concerns cannot improve the performance of the supply chain system, and may even pose huge challenges to their own profit acquisition.

Keywords： Logistics engineering and managemnet Fairness concerns Infoemation asymmetry