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<p>Willingness to pay (WTP) and price sensitivity critically shape customer behavior, creating heterogeneity in green markets. This study investigates the viability of green supply chains (GSCs) in heterogeneous markets with diverse customer purchasing behaviors. We develop a mixed-integer linear programming model for viable GSC planning, incorporating a generalized price-dependent demand function, varying levels of WTP, and multiple customer segments. The model also integrates four viability strategies: omnichannel sales, Internet of Things (<i>IoT</i>) investments, lower-priced product variants, and production capacity expansion. We validate the model using a case study in the organic food industry, solved using the branch-and-bound algorithm via CPLEX. The results demonstrate that the proposed model effectively increases green product market share through dynamic pricing and viability strategies. Furthermore, we assess the effectiveness of each strategy under different market conditions. Our analysis provides actionable insights for managing heterogeneous markets amid fluctuating customer behavior.</p>

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Viable Green Supply Chain Planning in Heterogeneous Markets with Different Customer Behavior

  • 期刊论文

  • 发表日期：

    2025年7月7日

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  • Fatemeh Ghavidel,
  • Rashed Sahraeian

摘要

Willingness to pay (WTP) and price sensitivity critically shape customer behavior, creating heterogeneity in green markets. This study investigates the viability of green supply chains (GSCs) in heterogeneous markets with diverse customer purchasing behaviors. We develop a mixed-integer linear programming model for viable GSC planning, incorporating a generalized price-dependent demand function, varying levels of WTP, and multiple customer segments. The model also integrates four viability strategies: omnichannel sales, Internet of Things (IoT) investments, lower-priced product variants, and production capacity expansion. We validate the model using a case study in the organic food industry, solved using the branch-and-bound algorithm via CPLEX. The results demonstrate that the proposed model effectively increases green product market share through dynamic pricing and viability strategies. Furthermore, we assess the effectiveness of each strategy under different market conditions. Our analysis provides actionable insights for managing heterogeneous markets amid fluctuating customer behavior.