Altruistic Preference Models of Low-Carbon E-Commerce Supply Chain

With the gradual popularity of online sales and the enhancement of consumers’ low-carbon awareness, the low-carbon e-commerce supply chain (LCECSC) has developed rapidly. However, most of the current research on LCECSC assumes that the decision-making body is rational, and there is less research on the irrational behavior of the e-platform altruistic preference. Therefore, aiming at the LCECSC composed of a single e-platform and a single manufacturer, this paper establishes two basic models with or without altruistic preference. Additionally, this paper combines the characteristics of online sales and assumes that altruistic preference is a proportional function of commission, then establishes a commission-based extended model with altruistic preference to further explore the influence of commission on its altruistic preference. The current literature does not consider this point, nor does it analyze the influence of other parameters on the degree of altruism preference. By comparing the optimal decisions and numerical analysis among the models, the following conclusions can be drawn that: (1) different from the traditional offline supply chain, the profit of the dominator e-platform is lower than the profit of the follower manufacturer; (2) when the consumers’ carbon emission reduction elasticity coefficient increases, service level, sales price, carbon emission reduction, sales, supply chain members profits, and system profit increase, ultimately improving economic and environmental performances; (3) the altruistic preference behavior of the e-platform is a behavior of ‘profit transferring’. The moderate altruistic preference is conducive to the stable operation and long-term development of LCECSC.