关键词: 逆向供应链, Stackelberg博弈, 价值共创, 企业社会责任

Abstract: Considering the two-stage reverse supply chain composed of Internet recycling platform and consumer groups, we study the effects of value co-creation and corporate social responsibility (CSR) of the Internet recycling platform on the decision making and profit of supply chain members by using Stackelberg game theory. The results show that the value co-creation between the Internet recycling platform and consumers is conducive to shaping the brand image, improving the recycling experience of consumers, and improving the profits of the recycling platform, consumers benefits and total social welfare. The CSR behavior of the Internet recycling platform is beneficial to increasing the recycling price and promoting the recycling of waste products. The total benefits of the recycling platform, consumer benefits and total social welfare increase with the degree of CSR taking, but this behavior will damage the economic profit of the recycling platform to some extent. The CSR undertaken by the Internet recycling platform can effectively drive consumers to participate in value co-creation, and the value co-creation carried out by the recycling platform can make up for the profit loss caused by its CSR behavior under certain conditions. The combination of the CSR behavior of the recycling platform and value co-creation can enhance consumers' recycling enthusiasm and effectively promote product recycling.

Key words: reverse supply chain, Stackelberg game, value co-creation, corporate social responsibility