Supply Chain Cooperative Emission Reduction Strategy Considering Government Subsidies and Sales Efforts

In recent years, consumers' awareness of low-carbon consumption has gradually increased, and consumers have a growing preference for low-carbon products. Low-carbon economy has become a new global trend, and enterprises need to choose the best level of carbon reduction. This paper constructs a supply chain composed of suppliers and a sales platform and explores the impact of government subsidies and sales efforts on enterprise behavior decision-making under three contracts: centralized decision-making (sc), revenue-sharing (rs), and cost-sharing (cs). The results show that under the three modes, with the improvement of consumers' green awareness, the green degree of manufacturers, the marketing intensity of the platform, and the sales price of products are also increasing. When the marketing effort input coefficient is low, the manufacturer chooses the cost-sharing cooperation mode, and when the green input technology is high, both the manufacturer and the sales platform choose the cost-sharing mode.