Abstract
The joint green R&D of suppliers and manufacturers and the green marketing of manufacturers directly affect the degree of green products. Based on this, this paper establishes a coordination decision-making model of green innovation on the basis of cost-sharing contracts to stimulate supply chain partnerships, and studies the green R&D efforts and green marketing investment decisions of the secondary supply chain composed of a single supplier and a single manufacturer under different leadership scenarios, as well as the relationship between the green R&D decisions of the supply chain and the green marketing decisions of the manufacturer. The influence of green innovation capability on enterprise profit, product greenness and marketing investment is analyzed by numerical simulation. The results show that if an enterprise increases the unit cost coefficient of green innovation, it will reduce the green input of all members of the supply chain; When consumers’ green preference is low, manufacturers will tend to increase investment in green marketing; Cost-sharing contracts can promote the overall green degree of products. The research conclusion can provide reference value for green supply chain management decision-making.
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