Table 1 List of notations Notation...

Table 1

List of notations

Notation	Description
Superscript/subscript
M, B	Subscripts to identify the parties: $M =$ manufacturer and $B =$ B2C marketplace
$j \in {R, A, R G, A G}$	The superscript j = R, A, RG, AG corresponds to reselling mode, agency mode, green marketing in the reselling mode, and green marketing in the agency mode, respectively
*	Superscript for optimality
Objective function
$Π$	The expected profit
Decision variables
$θ$	Green level set by the manufacturer
$e$	Green marketing effort level decided by the B2C marketplace
$w$	The wholesale price decided by the manufacturer
$q$	The product quantity decided by either the manufacturer or the B2C marketplace depending on the sales mode adopted
Exogenous parameters
$γ$	The referral fee
$ρ$	The level of GPI uncertainty
$c$	Unit cost of production (normalized to zero)
$r$	Retail price
$η$	Green elasticity of demand
$ω$	The marketing effect on GPI uncertainty reduction
$κ$	The marginal cost coefficient of GPI.
$a$	The base market size

Notation	Description
Superscript/subscript
M, B	Subscripts to identify the parties: $M =$ manufacturer and $B =$ B2C marketplace
$j \in {R, A, R G, A G}$	The superscript j = R, A, RG, AG corresponds to reselling mode, agency mode, green marketing in the reselling mode, and green marketing in the agency mode, respectively
*	Superscript for optimality
Objective function
$Π$	The expected profit
Decision variables
$θ$	Green level set by the manufacturer
$e$	Green marketing effort level decided by the B2C marketplace
$w$	The wholesale price decided by the manufacturer
$q$	The product quantity decided by either the manufacturer or the B2C marketplace depending on the sales mode adopted
Exogenous parameters
$γ$	The referral fee
$ρ$	The level of GPI uncertainty
$c$	Unit cost of production (normalized to zero)
$r$	Retail price
$η$	Green elasticity of demand
$ω$	The marketing effect on GPI uncertainty reduction
$κ$	The marginal cost coefficient of GPI.
$a$	The base market size

Source(s): The authors

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