Platforms play an important and influential role in the supply chain in today's world. With the emergence of platforms, almost all traditional business management activities, including strategy definition, execution, marketing, production, research and development, human resources, and sales are evolving. Platforms increase communication and interactions between supply chain stakeholders and allow them to collaboratively execute some business activities. For example, Amazon, as the most powerful retail platform in America, has united many large manufacturers. Platforms are not only changing the relationships between stakeholders in the supply chain, but also influencing consumer behavior. consumption of status goods indicates the social status of consumers; For this reason, this consumption is called conspicuous consumption. Platforms stimulate this type of consumption by providing easy access to status goods. In this regard, green goods have gained importance as products that, while meeting the needs of consumers, at the same time cause less damage to the environment. Platforms play a leading role in innovation and social responsibility by promoting sustainable consumption through green goods. Platforms have given rise to new business models in the supply chain. In this study, we first tried to examine the sale of green goods by platforms, along with different business models in them, then by considering the sale of green goods, we developed the model in this way as a new challenge of the supply chain, as follows: Let's understand it with various examples of status goods and examine how it affects consumer behavior. We identify and analyze different business models in platforms to choose the best model for selling green status goods in them, then we examine the concept of supply chain alliance and show how it relates to open innovation. These concepts are expressed in four scenarios in which we deal with a business model in each scenario. Scenario 1: The resale business model, the manufacturer sells the product to the platform at wholesale price, and the platform acts as an intermediary, thus selling to the consumer at wholesale price. Second scenario: The advertising business model introduces and sells the product to consumers through the platform, and pays the initial fee to the platform. The third scenario: the agency business model, the manufacturer sells the goods to consumers through the platform and gives the platform a commission from the sale. Scenario 4: Open innovation business model, the manufacturer and the platform are one unit and coordinate in product pricing. The results of the models review show that the full alliance (open innovation model) increases the overall profit of the supply chain, but it is less profitable for the platform. On the contrary, complete non-unio‎n (resale model) is more profitable for the manufacturer. Also, cooperation between supply chain components (agency model) and lack of full integration is not profitable even at low production cost. Finally, it is clear that it is not suitable for the manufacturer to produce high status goods in full alliance, but cooperation between supply chain components (advertising model) is profitable.

حسين خسروشاهي , محسن شهرياري

بهروز ارباب شيراني , رضا حجازي طاقانكي