Research on Pricing Decision of Fresh Agricultural Products Supply Chain Based on Consumers’ Green Consumption Preference

Abstract

Based on the background of the optimal pricing of the supply chain of graduate fresh agricultural products, this paper constructs the Stackelberg game model that maximizes the profit function of suppliers and retailers, and discusses the optimal pricing decisions of suppliers and retailers under the condition of comprehensively considering consumers’ green consumption preferences and other influencing factors. Green consumers’ green spending preferences are positively correlated with the profits of supply chain manufacturers and retailers. Numerical experiments verify the verification results of this paper, and finally summarize the relevant conclusions, green consumption preference is conducive to the overall profit improvement of the supply chain.