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Research on cooperative advertising strategies for dual channel supply chain of fresh agricultural products considering carbon reduction efficiency under retailer leadership

Author

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  • Wenbo Wang
  • Aimin Zhu
  • Lijuan Yu
  • Hongjiang Wer

Abstract

With the development of low-carbon economy and the dominant position of retailers, through the establishment and comparison of three cooperative advertising models: model of supplier’s independent advertising, model of supplier’s independent advertising and model of retailer’s and supplier’s cooperative advertising, this paper studies the cooperative advertising decision-making of fresh agricultural products supply chain with two channels, and the demand of both channels is affected by the level of advertising investment, the proportion of advertising cost sharing and the efficiency of carbon emission reduction. The results show that when supplier and retailer adopt the two-way cooperative advertising mode, the demand and profit level of the two channels reach the optimal level. Numerical analysis shows that carbon emission reduction efficiency has an important impact on profits and market demand, which is closely related to cooperative advertising strategy.

Suggested Citation

  • Wenbo Wang & Aimin Zhu & Lijuan Yu & Hongjiang Wer, 2024. "Research on cooperative advertising strategies for dual channel supply chain of fresh agricultural products considering carbon reduction efficiency under retailer leadership," PLOS ONE, Public Library of Science, vol. 19(6), pages 1-25, June.
    • Handle: RePEc:plo:pone00:0303525
    DOI: 10.1371/journal.pone.0303525
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    References listed on IDEAS

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    1. Qiang Wang & Fuyu Zhang & Rongrong Li, 2024. "Free trade and carbon emissions revisited: The asymmetric impacts of trade diversification and trade openness," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(1), pages 876-901, February.
    2. Julian David Hunt & Edward Byers, 2019. "Reducing sea level rise with submerged barriers and dams in Greenland," Mitigation and Adaptation Strategies for Global Change, Springer, vol. 24(5), pages 779-794, June.
    3. Qiqing Wang & Cunbin Li, 2021. "An evolutionary analysis of new energy and industry policy tools in China based on large-scale policy topic modeling," PLOS ONE, Public Library of Science, vol. 16(5), pages 1-19, May.
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