Shopping on a live-streaming e-commerce platform has become a popular way of consumption. In this article, we build models to study the decision-making of online celebrity retailers (OCRs), taking into consideration consumers’ anticipated regret behaviors. We explore the OCRs optimal pricing and quality decisions under the basic models and further examine the OCRs sales efforts in the extended model. We investigate the impact of consumers’ anticipated regret behaviors on the OCRs profit. After that, we examine when the supply chain with the OCR can achieve the win–win outcome. To assess the robustness of the results, we conduct extensive numerical studies of the basic and extended models. We derive a counterintuitive result that negative consumers’ anticipated regret does not necessarily hurt the OCRs profit and consumer surplus. In addition, a low consumers’ search cost may instead lead to higher profit for the OCR. If the channel construction cost of the live-streaming platform is low, the OCRs product quality and price will decline. The OCRs costs of handling returns and maintaining sales channels can help the supply chain achieve the win–win outcome for both the OCR and consumers.

Carbon subsidy is an important measure for the government to encourage enterprises to reduce carbon emission. This paper analyzes the impact of carbon subsidy on remanufacturing closed-loop supply chain (RCLSC). We explore the profits and the carbon emission quantities of three types of a supply chain: forward supply chain, remanufacturing closed-loop supply chain, and RCLSC with the carbon subsidy. This paper also discusses when and how the government implements the policy of carbon subsidy to encourage an enterprises’ behavior of cutting carbon emission from the view of RCLSC. We provide the close form of the conditions under which the government should implement the carbon subsidy strategy and the carbon subsidy of government could increase the profits of agents of the supply chain and deduce the carbon emission of the whole supply chain simultaneously. It is found that the government should implement the carbon subsidy strategy only when the recycling price is within a certain range, and the carbon subsidy of government should be within a reasonable range.