Behaviour-based pricing (BBP) fully considers the willingness to pay, behavioural characteristics and rational expectations of new and old customers and can dynamically adjust pricing strategies based on purchase histories. Therefore, compared with uniform pricing, BBP can promote the development of green products in the market. Additionally, BBP gradually influences the pricing decisions of the supply chain. Therefore, this paper explores for the first time the pricing decisions and coordination mechanisms of the green product supply chain (GPSC) under a behavioural pricing model. BBP is impl...
