STRATEGIC INTERPLAY IN GREEN SUPPLY CHAINS: GAME THEORETICAL INSIGHTS INTO PERFORMANCE, GREEN MARKETING

Given the widespread acceptance of green protection concepts, it is especially crucial to ensure consumer satisfaction in the green supply chain through green marketing. This study examines pricing and green marketing techniques that are competitive and cooperative, with a focus on consumer pleasure. utilizing a game theory reaction function model. It concludes that shops with a larger market share may not always have higher profitability, and that the ideal pricing is not always proportionate to green marketing efforts due to the role of consumer satisfaction. In certain instances, the manufacturer should actively assist retailers in enhancing their green marketing efforts in order to boost sales, even if the manufacturers are competitors. Lastly, we observe that the cooperative approach in an eco-friendly supply chain is impacted by the connection between Customer satisfaction and green marketing.