To explore the optimal government subsidy strategy for a green supply chain (GSC) under behaviour-based pricing (BBP), three types of GSC subsidy models under BBP are explored by using game theory, and the influence of different subsidy ratios and subsidy coefficients on pricing and greenness under BBP was analysed for the first time. Additionally, the effects of different strategies are compared. Our results reveal the following: First, when the subsidy is based on output or green degree, the proportion of green product retailers receiving subsidies has only a positive impact on the wholesale...
