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This study examined how to arrange the generation and pricing of supply chain members in the case of consumer green preference with different government subsidies. The green supply chain comprises a manufacturer and a retailer; the government subsidizes manufacturers who produce green products and consumers who buy green products. The study built a green supply chain pricing decision model with different forms of subsidy under various power structures. By backward induction and sensitivity analysis, this study analyzed optimal strategies of green supply chain under various modes, and we discuss how the government subsidy coefficient affects the optimal decision of a green supply chain. The results show that, firstly, whether the government subsidizes the manufacturers or the consumers, the wholesale price offered by the manufacturer is directly proportional to the subsidy coefficient under the two power structures. Secondly, when the government subsidizes the manufacturer, the carbon-emission level and the retail price are inversely proportional to the subsidy coefficient under the manufacturer leader; the carbon-emission level and the retail price are all directly proportional to the subsidy coefficient under the retailer leader. Finally, when the government subsidizes the consumers, the carbon-emission level and the retail price are directly proportional to the subsidy coefficient under the two power structures.

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As the value form of public access to environmental information, the impact of social capital on pro-environmental behavior cannot be ignored. Based on the data of the Chinese General Social Survey 2013 (CGSS2013), this study measures social capital from four aspects—social trust, social norms, social network, and social participation—and it empirically tests the impact of social capital on private and public pro-environmental behavior. The study finds that social capital helps promote pro-environmental behavior. Specifically, the more the public abides by social norms, the higher the degree of social participation, and the stronger the willingness to adopt private and public pro-environmental behaviors. However, the improvement of social trust only has a significant impact on the private environmental behaviors, and the expansion of the social network scale only has a significant impact on the public pro-environmental behaviors. The enhancement of social capital enriches environmental knowledge and promotes pro-environmental behaviors. The mechanism test shows that environmental knowledge plays an intermediary role in the path of social capital affecting individual pro-environmental behavior. The improvement of social capital has a significant impact on the environmental knowledge of individuals with high subjective social class. The gender heterogeneity of social capital affecting environmental knowledge mainly stems from social trust and social network. The stronger the degree of social trust, the richer the environmental knowledge of women, and the social network mainly affects the knowledge level of men. In addition, the publics in the southern region are more likely to be affected by social trust and improve environmental knowledge. Based on the above research conclusions, this paper puts forward policy suggestions on institutional aspects, such as increasing support for informal environmental organizations, carrying out differentiated sustainable development education, and improving the mechanism of environmental information communication.

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