Coordination of a Supply Chain with an Online Platform Considering Green Technology in the Blockchain Era

This chapter considers a supply chain consisting of a manufacturer and a retailer. The manufacturer sells its products through the retailer and an online platform and adopts green technology in the blockchain era. The platform can operate in marketplace mode or reselling mode. The network effect is considered to reflect the power of the platform to enlarge the potential market size. In the decentralized supply chain, the online platform encroaches on offline demand despite the same retail price. The increase in the network coefficient improves the abatement level and benefits the manufacturer and the platform but damages the retailer’s profit. For supply chain coordination, the abatement level with the reselling mode in the centralized supply chain is less than that in the decentralized supply chain if the network coefficient is high. Both marketplace mode and reselling mode can coordinate the supply chain if the network coefficient is low. Blockchain technology helps products become greener and brings more profits for the manufacturer and the platform. This induces supply chain coordination.