Abstract: In the context of green and low-carbon economy, how to realize the efficient collaboration between green design and green marketing is very important for supply chain member enterprises to fulfill their environmental responsibilities and achieve sustainable development. Aiming at three different situations of green design and green marketing efforts of supply chain member enterprises, the green design and green marketing effort decision-making models of supply chain are constructed, and the impact of green design cost effect, green design demand effect and green marketing effort effect on supply chain operation optimization and environment is discussed. It is found that in any case, the increase of green design cost effect, green design demand effect and green marketing effort effect is conducive to improving the green design level and green marketing efforts, and to improving the performance of both supply chain and its members, but may not be conducive to reducing the environment total impact of products. When the green design cost effect is small, the manufacturer prefers the retailer to implement green design and green marketing efforts, but the retailer does not prefer the manufacturer to implement green design and green marketing. However, when the cost effect and environmental effect of green design are large, the supply chain operation mode in which the manufacturer implements green design and the retailer implements green marketing efforts can effectively realize the coordinated development of economy and environment.

Key words: supply chain, environmental responsibilities, green design, green marketing, environmental effect