Abstract: Since retailers often exhibit fairness concerns in the process of the supply chain revenue distribution, the problem of revenue-sharing contract and coordination is discussed in a two-echelon supply chain with fuzzy demand. On the basis of the revenue-sharing contract with fuzzy demand, the revenue-sharing contract model considering the retailer's fairness concerns is constructed. Then, through solving the model and numerical experiment, how the retailer's fairness concerns affects the supply chain coordination by revenue-sharing contract is analyzed. The results show that the revenue-sharing contract under fairness concerns can still coordinate the supply chain, but the coordination policy of the revenue-sharing contract is affected. It is beneficial for the members of supply chain to optimize the supply chain coordination performance by revenue-sharing contract.

Key words: fuzzy demand, fairness concerns, revenue-sharing contract, supply chain coordination