Abstract:

A green agricultural product supply chain consisting of a cooperative， an agricultural enterprise and consumers is constructed， in which the agricultural enterprise has demand information advantage. It addresses the demand information sharing strategies of the agricultural enterprise and their impacts on the cooperative and the agricultural enterprise to enhance greening efforts， then explores the design of the incentive contract for information sharing. Research shows that whether the agricultural enterprise shares information is mainly influenced by consumers’ sensitivity to the greenness of agricultural products. Specifically， when consumers’ sensitivity to the greenness of agricultural products is small， the agricultural enterprise does not share demand information with the cooperative； when consumers’ sensitivity to the greenness of agricultural products is large， the agricultural enterprise takes the initiative to share demand information with the cooperative； and when consumers’ sensitivity to the greenness of agricultural products is moderate， the cooperative incentivizes the agricultural enterprise to share demand information by setting up contracts. In addition， the demand sharing strategies of the agricultural enterprise are also regulated by the contribution of green production （processing） efforts to the greenness of the final products. It is also found that the designed transfer payment contract can incentivize the agricultural enterprise to share demand information and achieve a win-win situation for both the agricultural enterprise and the cooperative.

Key words: green agricultural product supply chain, information sharing, incentive contract