Taking the green supply chain consisting of one manufacturer and one retailer as the research object, the effects of channel demand discount and the manufacturer’s social responsibility on the manufacturer’s channel choices under the equal retail pricing strategy and the three channel strategies were studied. The findings show that when the level of social responsibility and the discount coefficient of demand shifting are low, it is optimal for the manufacturer to open both retail and direct sales channels, and when the level of social responsibility and the discount coefficient of demand shifting are high, the manufacturer achieves the best total profit by retaining only the direct sales channel.

corporate social responsibility  /  channel demand discount  /  green supply chain  /  equal retail pricing strategy