유통업체 주도 공급사슬에서 유통업체 이타성이 공급사슬에 미치는 경제적 및 환경적 영향에 대한 연구

This study investigates the economic and environmental of a retailer’s altruistic behavior in the supply chain. We specifically consider a retailer-led supply chain (e.g., big retailer-small supplier) where the retailer has relatively high bargaing power and makes a take-it-or-leave-it offer to the supplier. The supplier produces an item and generates emissions as a byproduct. We consider two types of retailer. While a traditional retailer aims to maximize its own profit, an altruistic retailer considers not only its profit but also the profit of its supplier in making decisions. Our results show that compared to the supply chain under the traditional retailer, the retailer’s altruistic behavior leads to a higher wholesale price and improves the chain profit. However, the supplier’s emission reduction effort decreases under the altruistic retailer, and consequently, the total emission of the supply chain may increase under the altruistic retailer when the supplier has relatively high emission reduction capability. The level of balanced sustainability in the supply chain may also decrease under the altruistic retailer. We also suggest the conditions in terms of the potential market size and the price sensitivity of product demand under which the altruistic behavior of the retailer may be more likely to backfire.