针对名牌产品供应链上游原料供应商环境污染现状，运用计算实验方法构建了制造商参与环境管理、供应商为减排主体及消费者参与下的供应链环境管理的计算实验模型，探究了制造商设定的不同排放目标及个体公平感知对主体自组织演化的影响。结果表明：制造商对供应商单位排放量要求太严格或者太宽松，供应商平均单位排放量均比较高，适当的目标排放要求才能实现供应链合作“双赢”。供应商个体公平感知对供应链整体减排效果产生负面影响，奖励可以缓解被奖励的供应商的不公平心理，而惩罚则会加剧被惩罚者的不公平心理，制造商在管理供应商减排行为时应更加关注被惩罚的供应商不公平心理。

According to environmental pollution status of upstream raw material suppliers in the Brand-Product supply chain, this paper established a computational experiment of Brand-Product supply chain environmental management under the participation of manufacturers, suppliers and consumers, explored the impact of different emission requirements and individual fairness concerns on the self-organization evolution of agents. The result showed that if the manufacturer's unit emission requirements for suppliers were too strict or too loose that the average unit emission were all high, an appropriate emission requirement could achieve a “win-win” of supply chain cooperation. Suppliers' individual fairness concerns had a negative impact on the overall supply chain emission reduction effective. The reward could alleviate the unfairness of the rewarded suppliers, and the punishment would aggravate the unfairness of the punished, the manufacturer should pay more attention to the perceived concerns of the fairness of suppliers when manufacturer is constraining suppliers’ emission behavior .

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国家自然科学“名牌产品供应链不良环境行为:形成、演化及治理策略研究”( 71471076)。