管理评论

管理评论 ›› 2026, Vol. 38 ›› Issue (6): 245-256.

• 运营与供应链管理 • 上一篇    

考虑消费者质疑的竞争绿色供应链区块链采用决策

闫颍洛1, 姚锋敏2, 王雨霏3   

  1. 1. 华北水利水电大学管理与经济学院, 郑州 450046;
    2. 哈尔滨理工大学经济与管理学院, 哈尔滨 150080;
    3. 江苏大学管理学院, 镇江 212013
  • 收稿日期:2024-10-15 发布日期:2026-07-08
  • 作者简介:闫颍洛，华北水利水电大学管理与经济学院讲师，博士；姚锋敏（通讯作者），哈尔滨理工大学经济与管理学院教授，博士生导师，博士；王雨霏，江苏大学管理学院博士研究生。
  • 基金资助:
    河南省哲学社会科学规划项目（2025CJJ118）；黑龙江省自然科学基金项目（PL2024G006）；国家自然科学基金面上项目（72174045）。

Blockchain Adoption Decisions of Competitive Green Supply Chain Considering Consumer Skepticism

Yan Yingluo1, Yao Fengmin2, Wang Yufei3   

  1. 1. School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450046;
    2. School of Economics and Management, Harbin University of Science and Technology, Harbin 150080;
    3. School of Management, Jiangsu University, Zhenjiang 212013
  • Received:2024-10-15 Published:2026-07-08

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摘要： 消费者对绿色产品环保属性的质疑，已成为绿色产品可持续推广的重要阻碍，企业如何通过区块链提升消费者信任、增强竞争力已成为亟须解决的难题。本文分别考虑两绿色制造商的4种区块链采用情形，构建消费者质疑竞争绿色供应链的博弈模型，从利润视角探讨了两绿色制造商的区块链采用偏好差异，并分析了区块链采用的环境和社会价值。研究发现，两绿色制造商是否采用区块链取决于消费者质疑程度、绿色设计竞争强度、区块链采用成本等因素的综合作用，而消费者质疑程度较低的绿色制造商区块链采用动机更强，且始终不会出现仅消费者质疑程度较高的绿色制造商采用区块链的博弈均衡。当区块链采用成本较小时，零售商倾向于两绿色制造商均采用区块链，而绿色制造商均更偏好于仅自身采用区块链而竞争对手不采用。同时，绿色制造商采用区块链后，会使得产品价格提高，但未必能提高绿色设计水平。仅当区块链自身对环境的影响较小时，两绿色制造商均采用区块链才能带来最低的环境影响和最高的社会福利。研究结论为绿色供应链企业合理利用区块链赋能,提高绿色化数字化运作效率提供决策参考。

关键词: 绿色供应链, 消费者质疑, 绿色制造商竞争, 区块链采用

Abstract: Consumers’ skepticism toward the environmental attributes of green products has become a major barrier preventing the products from being well received, so a very necessary solution is to find out how enterprises can leverage blockchain technology to rebuild consumer trust and enhance competitiveness. For this reason this study develops the decision-making models for a competitive green supply chain under consumer skepticism by considering four possible blockchain adoption scenarios involving two competing green manufacturers. From the perspective of profit optimization, we examine the differences in blockchain adoption preferences between the two green manufacturers and further analyze the environmental and social value brought by blockchain implementation. It is found that two green manufacturers’ decision on blockchain adoption depends on a combination of factors such as consumer skepticism, competition intensity in green design, and the cost of blockchain adoption. The green manufacturer facing a lower level of consumer skepticism has a stronger motivation to adopt blockchain, and there is never a game equilibrium where only the green manufacturer facing a higher level of consumer skepticism adopts blockchain. When the costs of blockchain adoption are relatively low, the retailer prefers both green manufacturers adopt blockchain. However, the green manufacturer himself prefers a scenario where only he adopts blockchain while his competitor does not. Meanwhile, the adoption of blockchain consistently leads to an increase in product prices, but does not necessarily result in an improvement in green design. And only when the environmental impact of blockchain itself is relatively small, can the blockchain adoption by both green manufacturers bring the lowest environmental impact and the highest social welfare. The research conclusion provides decision-making reference for green supply chain enterprises to make rational use of blockchain empowerment and improve the efficiency of green digital operations.

Key words: green supply chain, consumer skepticism, green manufacturers competition, blockchain adoption