Cooperative game analysis of coordination mechanisms under fairness concerns of a green retailer

This study discusses how a green retailer's fairness concerns affect product greenness and profit and explores how to distribute surplus profits under the fairness concerns using cooperative game theory. Research findings indicate that cooperation contributes to increasing channel profits and improving product greenness, but the fairness concerns are detrimental to them. The three proposed coordination mechanisms (SVM, NSM, and TVM) are feasible to ensure coalition stability, but their beneficiaries differ. NSM benefits a manufacturer, while SVM benefits retailers. Additionally, the green retailer's fairness concerns serve as distribution tools to narrow profit gaps between the manufacturer and the green retailer.