Abstract: Under the background of “double carbon”, the concept of green consumption has been deeply rooted in the hearts of people. However, consumers do not fully trust the greenness of products. The information transparency and traceability mechanism of blockchain technology can well dispel consumers?? doubts. Introducing blockchain technology into traditional green supply chains, considering consumer green preferences and green trust, a game model is constructed among members of the green supply chain before and after the application of blockchain technology, as well as under different power structures, to quantitatively study their emission reduction and pricing strategies, and to explore how to achieve optimal consumer surplus and total social welfare. On the basis of adopting blockchain technology, smart wholesale price contracts and cost sharing smart contracts are designed, and the reasonable range of smart wholesale prices and the optimal cost sharing ratio are calculated, to improve enterprise operational efficiency and achieve supply chain coordination. The results show that when consumers?? green preference is high, the use of blockchain can bring more benefits to all participants in the supply chain. At the same time, the higher the willingness of consumers to buy green products, the greater the benefits. Through numerical analysis, it is found that the smart contracts can better coordinate the supply chain in the case of retailers leading the supply chain. Finally, the validity of the relevant conclusions is verified through empirical cases.

Key words: green supply chain, blockchain, smart contract, supply chain coordination, game theory

摘要： “双碳”背景下，绿色消费理念已深入人心。但消费者对于绿色产品的绿色度并非完全信任，区块链技术的信息透明与追踪溯源机制可以很好地解决这一问题。在传统绿色供应链中引入区块链技术，考虑消费者绿色偏好和绿色信任度，构建区块链技术应用前后以及不同权力结构下绿色供应链成员间的博弈模型，定量地研究其减排策略和定价策略，并探讨如何实现最优的消费者剩余和社会总福利。在采用区块链技术的基础上，设计智能批发价合约和成本分担智能合约，给出智能批发价的合理取值范围和最优的成本分担比例，以提高企业运营效率，实现供应链协调。结果表明，在消费者绿色偏好程度较高时，引入区块链技术能够给供应链上的各参与方带来更多收益，并且消费者购买绿色产品的意愿越高，收益就越大。通过数值分析发现，在零售商主导的情形下，智能合约能够更好地协调供应链。最后通过实证案例验证了相关结论的有效性。

关键词: 绿色供应链, 区块链, 智能合约, 供应链协调, 博弈论