삼단계 공급사슬에서의 친환경 낙관주의 편향에 대한 연구

Abstract

We study the impact of green optimism bias - an inflated expectation regarding consumer environmental demand - in a three-tier supply chain comprising a supplier, a manufacturer and a retailer. We specifically consider two scenarios, an optimistic supplier and an optimistic manufacturer. In both scenarios, we find that green optimism increases the overall level of green investment, but also leads to excessive pricing and thereby reduces demand. Interestingly, the performance implications of green optimism critically depend on whether it arises at the supplier or manufacturer level. While supplier optimism deteriorates the profits of all firms, manufacturer optimism can, under certain conditions, improve the profits of both the optimistic manufacturer and the supply chain.