Platform-led green advertising: Promote the best or promote by performance

With the prevalence of platform economics and consumer green awareness, platform-led green advertising becomes an emerging issue in practice. We investigate this issue by simultaneously considering a product’s green performance and consumer’s green preference. Two strategies discussed systematically with Stackelberg models: Promote by Performance and Promote the Best. The results demonstrate the value of green advertising from both economic and environmental perspectives. The platform can make more profit using the Promote the Best strategy rather than the Promote by Performance strategy, although the former requires more investment. The related boundary and optimal decisions are identified and analyzed.

• Publication year

  2019

• Venue

  Transportation Research Part E: Logistics and Transportation Review

• Publication date

  2019-08-01

• Fields of study

  Business, Economics, Environmental Science

• Identifiers
  DOI 10.1016/J.TRE.2019.05.019
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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