Abstract: Using the game theory method and considering the existence of green preference and fresh sensitivity of consumers, a study is conducted on a three-level fresh agricultural product supply chain consisting of a fresh produce producer, a logistics service provider and an offline supermarket under the e-commerce environment. And the optimal decision of the three-level fresh agricultural product supply chain members under the centralized decision and decentralized decision is obtained. The analysis results show that the optimal decision of the supply chain in the centralized mode is far better than the decentralized mode, and the supply chain target value is directly proportional to the green preference coefficient and the freshness sensitivity coefficient, indicating that guiding consumers to green and fresh consumption is the key to improving supply chain performance. Finally, by proposing a "cost sharing + revenue sharing" contract, the supply chain coordination and Pareto improvement are realized. And the validity of the contract is verified by a numerical analysis.

Key words: fresh agricultural products, supply chain coordination, "cost sharing + revenue sharing" contract, green and fresh consumption