Shareholding strategies for selling green products on online platforms in a two-echelon supply chain

• Green product and shareholding strategies in platform retailing. Impacts of on the green level, wholesale price retail are discussed. Both supplier retailer’s strategy preferences displayed. Pareto region is identified interpreted. Performances both retailer can be further improved through certain coordinated manners. Observing practical vertical phenomena retailing, this paper considers two rates (forward backward) proposes three (forward, backward cross-shareholding) a supplier-lead supply chain to investigate operation mechanism behind it. Shareholding’s impacts investment, prices profits provided players’ We interestingly find that cross-shareholding joint optimal when sufficiently low thereby goes with Meanwhile, performances ways.