Optimal decisions and channel coordination of a green supply chain with marketing effort and fairness concerns

Abstract This paper addresses the optimal decisions and channel coordination issues in a green supply chain composed of socially responsible manufacturer fair-mined retailer, where invests advanced facilities/technologies to improve quality products, retailer exerts marketing effort enhance market demand. We develop models under three scenarios: centralized system, wholesale price (WP) contract without fairness concerns, WP with concerns. Our results show that retailer’s behavior further causes benefit for herself, while total suffer. Moreover, revenue-cost-sharing (RCS) is introduced coordinate chain. prove win-win outcome reachable, RCS applicable practice.