Decisions and Coordination of the Green Supply Chain with Retailers’ Fairness Concerns

The development of a green economy has become global consensus. More and more manufacturers are greening their production to build supply chains. At the same time, retailers employing marketing efforts for products. In addition, members who followers chain prone fairness-concern behavior. To investigate impact fairness concerns on decisions, this study develops two-tier in which manufacturer makes input retailer effort input. follower position concerns. Stackelberg game models constructed compared three scenarios: one without concerns, where considers retailer’s does not consider After decides whether two-part tariff contract is used coordinate based optimal decision-making profit under centralized condition. found that: (1) when will negatively greenness, efforts, wholesale price, retail price. When greenness or but efforts; (2) have negative chain’s profit, from perspective, should abandon its concerns; (3) it be beneficial if can (4) make according parameter conditions; (5) fixed fee meets certain range, results help better understand provide them with guidance coordinated choices.