Research on Pricing and Coordination of Fresh Supply Chain with Altruistic Fairness Concern

Considering a fresh supply chain consisting of one supplier and retailer, this paper studies the pricing coordination under altruistic fairness concern supplier. Based on centralized decision Stackelberg game theory, decentralized model supplier’s is constructed, analyzed, cost-sharing contract based designed for coordination. The results show that can inspire retailer to improve freshness-keeping effort level, which help operation chain, but damage profit himself. Freshness-keeping efficiency has an important impact marketing strategy retailer: will implement “high-quality with high price” if low, otherwise low price”. Cost-sharing realize perfect within certain range.