Dual‐Channel Dynamic Pricing in the Presence of Low‐Carbon Preference

Abstract

This paper investigates the dynamic pricing strategy for perishable products sold through online and offline channels with the consideration of consumers’ low‐carbon preferences. The MNL stochastic utility model is used to describe the purchasing decisions of consumers with different low‐carbon preferences. On this basis, we establish a dual‐channel dynamic pricing model for perishable products to maximize the firm’s expected revenue by using the dynamic programming method. We also study the influence of consumers’ low‐carbon preferences on optimal prices. The conclusions show that the low‐carbon utility and the proportion of consumers with high low‐carbon preference have positive effects on the optimal prices of the dual sales channels. Moreover, consumers are more inclined to purchase products through the online channel in the presence of low‐carbon preference, so the optimal price of the online channel product is higher than that of the offline channel product.