Green financing and selling strategies in a platform supply chain with government subsidy and regulation

Government subsidy and regulation jointly promote the environmentally sustainable development of enterprises with the platform economy. Platform financing alleviates the problem of green financing for enterprises. By considering government subsidy and regulation, this paper builds a platform supply chain model for manufacturers to choose green financing from banks or platforms. Concurrently, the platform performs data-driven marketing (DDM) activities on the basis of consumer purchase preference data. We examine the economic, environmental and social effects of different selling and financing game models. We find that: the sensitivity of consumers, the service commission, and the government subsidy and regulation are critical elements influencing the green research and development (R&D), market demand, DDM level and profit of supply chain members. In general, platform financing is considered a more favour option than bank financing. Each system can achieve the highest economic, environmental and social welfare returns, respectively, only with appropriate government subsidy and regulation. The manufacturer usually balances the environmental and economic benefits. Furthermore, if the commission fee is moderate, agency selling and platform financing can achieve the optimal economic, environmental, and social welfare equilibrium.