Optimal Preservation Effort and Carbon Emission Reduction Decision of Three-Level Cold Chain System with Low-Carbon Advertising Effect

Abstract

To solve the problems of the impact of carbon emission reduction and low-carbon advertising on the supply chain of fresh agricultural products, a three-level low-carbon supply chain system composed of a manufacturer, a retailer and a third-party logistics service provider is taken as the research object. The profit functions of each party under the three contracts of the manufacturer bearing, the retailer bearing and the two parties jointly bearing the advertising cost are, respectively, established to solve the optimal pricing, advertising level preservation efforts, service levels and carbon emission reduction decisions. The numerical analysis shows that, with the increase in wholesale price and the decrease in fresh-keeping price coefficient and low-carbon cost coefficient, manufacturers will choose better fresh-keeping effort level and low-carbon service level. When the proportion of advertising cost borne by the supplier increases, the benefits of all parties in the supply chain will decrease; however, when the retailer bears the advertising cost alone, the profit of the supply chain system is the largest.