Research on Pricing Strategy of Green Products in Dual-channel Supply Chain under Live-Streaming

This study examines pricing strategies for green products in a dual-channel supply chain, driven by the rise of live-streaming e-commerce and increasing consumer demand for green products. By comparing the SC (Single-Channel Green Price Protection) and DC (Dual-Channel Green Price Protection) models, the study analyzes the impact of price protection services on market participants’ profits across sales channels, as well as the effects of product greenness and strategic consumer behavior on brand owner's profits. The results show that price protection services enhance consumer trust and purchase intentions, particularly in the DC model, thereby boosting green product competitiveness and platform profits. Higher product greenness positively influences brand owner's profits, while strategic consumer refund behavior has mixed effects under different models. This study offers insights for brand owner to adopt effective pricing strategies in live e-commerce, promoting economic and social benefits, and providing a new perspective on green product promotion and consumer behavior.