In order to explore the impact of a manufacturer’s or retailer’s undertaking corporate social responsibility (CSR) and different power structures on their joint green marketing decisions and profits in the green supply chain, this paper establishes green supply chain optimization models under six different decision-making scenarios according to two different CSR bearers and three different power structures. Based on the main assumptions of a linear product demand function and CSR measured by consumer surplus, this paper solves the equilibrium solutions of the manufacturer and the retailer through game theory. The results show that: First, the difference in the degree of CSR undertaken by manufacturers and retailers leads to a difference in the ranking of optimal strategies of both parties under the three power structures. Second, under the same power structure, compared with undertaking CSR by oneself, when the other party undertakes CSR, the level of the product’s green degree, the level of green promotion, the party’s own profit, and the profit of the other party are all higher. Third, regardless of the power structure, manufacturers and retailers undertaking CSR is conducive to improving the level of product greenness, increasing green promotion, lowering the retail price, increasing consumers’ willingness to buy green products, and ultimately helping to increase the profits of manufacturers and retailers.

中文翻译：

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考虑权力结构和企业社会责任的绿色供应链绿色营销联合决策

为了探讨制造商或零售商承担企业社会责任（CSR）和不同的权力结构对其在绿色供应链中的联合绿色营销决策和利润的影响，本文建立了六种不同决策下的绿色供应链优化模型。根据两个不同的CSR承载和三个不同的权力结构的情景。基于线性产品需求函数和由消费者剩余测得的CSR的主要假设，本文通过博弈论解决了制造商和零售商的均衡解。结果表明：首先，制造商和零售商承担企业社会责任的程度不同，导致在三种权力结构下双方最优战略的排名存在差异。第二，在相同的权力结构下，与自己进行企业社会责任相比，另一方承担企业社会责任时，产品的绿色程度，绿色推广水平，一方自身的利润以及另一方的利润都较高。第三，不论权力结构如何，承担企业社会责任的制造商和零售商都有利于提高产品绿色程度，增加绿色推广，降低零售价格，提高消费者购买绿色产品的意愿，并最终有助于增加制造商的利润。和零售商。