An Optimal Pricing Strategy of Manufacturer by Considering Mandatory Carbon Emission Capacity and Consumer Environmental Protection Preference

近年來，由於地球資源過度被消耗及環保意識逐漸抬頭的緣故，綠色供應鏈議題近年來受到關注，各國政府紛紛制定碳稅以抑制人類的碳排放量，企業界為因應增加的課稅成本開始思考如何在沉重的碳稅成本下最大化企業利潤。地球面對龐大的碳排放量，因此，綠色產品逐漸受到消費者與企業及學界的重視。實務上，最常見的綠色產品為再製品，有許多產業針對同一產品供給包括新品及再製品供消費者選擇，如：輪胎、塑膠、墨水…等產業，而提供再製品可以有效達到節能減碳、降低生產成本、課徵的碳稅。本研究針對碳限額稅制，將消費者之環保意識納入購買決策中，探討製造商供給新品及再製品於市場的情況下，應如何參考市場資訊並對新品及再製品做出最佳定價決策以最大化製造商利潤。研究結果顯示，隨碳限額上限的放寬，製造商以大幅降低再製品定價、小幅降低新品定價的方式可以有效使製造商利潤最大化；隨單位碳排放成本的增加，製造商以大幅上升新品定價、小幅上升再製品定價的方式可以有效抑制碳排放超量以維持製造商利潤；碳限額上限越緊縮時，隨單位碳排放成本越大，製造商以大幅上漲越多新品定價並微幅上漲再製品定價得以使新品需求轉向再製品並有效鞏固利潤，其中單位碳排放成本越高時，製造商應提高越多再製品價格以抑制需求量及碳排放量得以有效維持利潤最大化。Humans gradually gain environmental awareness due to excessive consumption of resources on earth. Therefore, green supply chain has been receiving increasing attention in recent years, governments from all around the world start to formulate carbon tax to suppress carbon emissions from human beings. Due to carbon tax, enterprises have to figure out how to maximize their profits and cover the carbon tax costs. This study investigates the optimal pricing policy of a manufacturer under mandatory carbon emissions capacity in the green supply chain. Moreover, this study considers the situation that customers have environmental awareness specifically under mandatory carbon emission capacity, which influence their purchasing decisions. The result shows that, first, when carbon emission limit become looser, manufacturer can maximize the profit by lowering large amount of manufactured product price, and small amount of new product price. Second, higher unit carbon emission cost lead to higher pricing strategy to lower the demand quantity and carbon emission quantity. Third, when the carbon emission limit becomes tighter, and unit carbon emission cost becomes higher, manufacturer can increase new product price and increase relatively less remanufactured price to make remanufactured product replace new product to sustain the profit effectively. Moreover, to cope with higher unit carbon emission cost, manufacturer should increase more remanufactured product price to suppress demand quantity, and lead to lower carbon emission quantity