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