The value chain and corresponding supply chain have been developed depending on an economy that requires high greenhouse gas (GHG) emissions. This problem needs to be solved and drastic changes are needed. Suppliers have been taking a variety of measures, albeit within the ranges of their present value chains, in response to societal demands and following or pre-empting government requests. Meanwhile, consumers also find behavioural change difficult, even though they are aware of eco-friendly purchasing. We designed a mutual learning platform as a place to rebuild the divided relationship between consumers and suppliers and conducted an in-store experiment at a supermarket. Through the experiment, we examined the effectiveness of the mutual learning platform.
Nagata, J., Azuma, T., Oda, N., Fujiwara, N., & Hanya, M. (2014). A mutual learning platform: A consumer-supplier collaboration experiment for low-carbon supply chain innovation. In Energy Procedia (Vol. 61, pp. 1752–1755). Elsevier Ltd. https://doi.org/10.1016/j.egypro.2014.12.204