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This paper considers the dynamic impact of green innovation and advertising investment on goodwill, using a dynamic game model to explore equilibrium solutions under different modes. Numerical simulations analyze the optimal goodwill trajectory and the impact of commission rates on profits. The motivation of this paper is to provide decision-making support for the selection of closed-loop supply chain business operation modes, to reveal the relationship between green innovation and changes in goodwill, and thus to promote sustainable green closed-loop development. The study finds that the goodwill evolution paths in four decision modes initially decline and then stabilize. As sales commission rates increase, system profits in agency selling and platform agency recycling model (Model AP) and the agency selling and commissioned recycling model (Model AC) gradually decrease. As recycling commission rates rise, profits in model AP and reselling and platform agency recycling model (Model RP) gradually decrease. Under mode AC, manufacturers and network platforms achieve a \u201cPareto improvement\u201d.<\/jats:p>","DOI":"10.1142\/s0219198924500208","type":"journal-article","created":{"date-parts":[[2024,11,22]],"date-time":"2024-11-22T23:26:54Z","timestamp":1732318014000},"source":"Crossref","is-referenced-by-count":2,"title":["Dynamic Game Analysis of a Green Closed-Loop Supply Chain with Different Online Platform Operation Models"],"prefix":"10.1142","volume":"28","author":[{"ORCID":"https:\/\/orcid.org\/0009-0003-9455-1064","authenticated-orcid":false,"given":"Cheng","family":"Zhang","sequence":"first","affiliation":[{"name":"School of Business, Central South University, Changsha 410083, P. R. 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