Pricing Strategies of Dual-Channel Green Supply Chain Considering Government Subsidies and Blockchain Technology

As consumers pay more attention to green products, the issue of trust in green products has become increasingly prominent. In recent years, enterprises have invested in blockchain technology to provide consumers with product traceability information. This paper introduces three variables of green product trust, blockchain technology and government subsidies in a dual-channel green supply chain to study the optimal pricing strategies of three models without blockchain, with blockchain without government subsidies and with blockchain with government subsidies. The research indicates that as consumers’ trust in green products increases, manufacturers are more inclined to invest in blockchain technology; investment in blockchain technology raises the price of green products, while government subsidies for blockchain can both lower and raise the price of green products; investment in blockchain technology and government subsidies can benefit manufacturers and retailers only when consumer green preference is high.