يك رويكرد نظريه بازي براي قيمت‌گذاري در يك زنجيره تامين پايدار با در نظر گرفتن اثر مدل آميخته بازاريابي S.A.V.E. بر آگاهي زيست محيطي مشتريان

In recent years, growing environmental concerns, increasing regulatory pressures, an‎d changes in consumers’ attitudes toward corporate social responsibility have led sustainability to become a key component in the design an‎d management of supply chains. Alongside these developments, the inefficiency of traditional marketing models—particularly the 4P marketing mix—in addressing the complex an‎d dynamic deman‎ds of modern markets has become increasingly evident. In response, the S.A.V.E. model, which emphasizes Solution, Access, Value, an‎d Education, has emerged as a customer-oriented framework aligned with the requirements of the digital era. This study aims to investigate the role of environmental education for customers an‎d to examine the impact of adopting the S.A.V.E. model on pricing decisions an‎d the economic performance of a sustainable supply chain, using a game-theoretic analytical approach. In this research, a supply chain consisting of two green product manufacturers an‎d one retailer is considered, in which the manufacturers adopt different marketing strategies. One manufacturer remains committed to the traditional 4P model, while the other adopts the S.A.V.E. approach an‎d invests in environmental education for customers through digital platforms such as websites an‎d social media. This strategy seeks to enhance customers’ environmental awareness an‎d their perception of the product’s level of greenness. Within this framework, education is regarded as a substitute for traditional advertising, an‎d its role in building trust, reducing customer uncertainty, an‎d shaping responsible consumption behavior is examined. To analyze the strategic interactions among supply chain members, game theory is employed using Nash equilibrium an‎d Stackelberg game structures. Pricing decisions, investment in product greenness, an‎d the level of customer education are considered as decision variables, an‎d market deman‎d is modeled as a function of product price, greenness level, an‎d customers’ environmental awareness. To achieve a more comprehensive understan‎ding of players’ behavior, several competitive scenarios are defined, an‎d the results are eva‎luated through both analytical an‎d numerical analyses. The findings indicate that investing in environmental education for customers an‎d adopting the S.A.V.E. model can significantly enhance customers’ environmental awareness an‎d green attitudes, thereby increasing deman‎d for green products. The results further show that the manufacturer who invests in customer education achieves higher profitability an‎d a more sustainable competitive position compared to its rival. Moreover, customer education is found to play a critical role in reducing deman‎d sensitivity to price, enabling firms to adopt more efficient pricing strategies. Overall, the results demonstrate that the S.A.V.E. model is a more effective framework than the traditional 4P approach for marketing management an‎d pricing in sustainable supply chains, as it simultaneously supports firms’ economic objectives an‎d environmental goals. By presenting a game-theoretic analytical model, this study provides practical insights for managers an‎d policymakers, highlighting the importance of customer education an‎d environmental awareness as key drivers of sustainable development an‎d long-term competitiveness.

حسين خسروشاهي , پريسا عصارزادگان

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