Coordination of Supply Chain Considering consumers' green preference under reduced packaging strategy

The rapid development of e-commerce has led to a surge in packaging, which poses a significant threat to the environment, especially overpackaging. Studying how to reduce packaging problems in e-commerce is the need for optimal decision-making in supply chains and optimal allocation of resources, and it is also the focus of this paper. Therefore, supply chain coordination considering reduced packaging strategies under consumers' green preferences and green brand and good image is studied. First, a supply chain model with integrated packaging and secondary packaging is established, which can consider consumers' green preferences. Then three models of decentralized decision-making, centralized decision-making and introduction of contract are constructed. Finally, the correctness of the model is verified by numerical analysis, and the influence of different parameters on the model is studied. We find that revenue sharing and cost sharing contracts enable supply chains to achieve coordination while reducing packaging. With the increase of the proportion of consumers with green preferences, especially when the consumers with green preferences in the market exceed the threshold (e.g. about 0.5 in numerical analysis), the strategy of reducing packaging can help the supply chain increase profits.