EVOLUTIONARY GAME ANALYSIS OF GREEN INPUT DECISION MAKING OF SUPPLY CHAIN ENTERPRISES BASED ON CONSUMERS' LOW-CARBON PREFERENCES

Green supply chain has become the new focus of government-enterprise cooperation, and how the government formulates appropriate subsidy policies to effectively guide the green transformation of supply chain and how enterprises make correct business decisions in the face of policy guidance is the key to achieve a win-win situation. In view of this, this paper takes the investment in green transformation of supply chain as the research point, constructs a tripartite evolutionary game model among the government, manufacturers and retailers, analyzes the benefits of all parties under different strategy choices, and studies the influence of changes in different factors such as consumers' green preference, green input cost and synergistic benefits on the stability of haze control policy through simulation analysis. The results show that the greater the influence of consumers' low-carbon consumption preference, the faster the stable state of the game in which supply chain enterprises participate in green investment ; The green input income of both parties involved in the game is greatly influenced by the decision-making of upstream and downstream enterprises, and the party who is more inclined to choose "hitchhiking", and its decision- making stability is more susceptible to changes in various factors ; The probability of government's participation in green supply chain management depends on the marginal income of enterprises' green investment. The lower the income of enterprises from green investment, the more inclined the government is to participate in the management of green transformation of supply chain. On this basis, from the perspective of the central government and enterprises, this paper puts forward some policy suggestions to promote the green transformation of supply chain at the specific operational level.