Abstract: In a supply chain system of fresh agricultural products composed of a single supplier and a single e-commerce, parameters such as consumer sensitivity coefficient, government fresh-keeping technology subsidy and e-commerce green research and development (R&D) subsidy rate are introduced. The effects of government fresh-keeping technology subsidy, e-commerce green R&D subsidy and mixed subsidies on supply chain decision-making are compared and analyzed by Stackelberg game. Results show that increasing consumer sensitivity to freshness or green degree is conducive to improving the profits and social welfare of supply chain members across three modes; with moderate consumer sensitivity to green degree, subsidies provided by the government or e-commerce are conducive to improving social welfare, with mixed subsidies being the most advantageous; under the mode of mixed subsidies, the supplier maximizes efforts in freshness preservation, product green degree, product demand and its profit; with a moderate green R&D subsidy rate of e-commerce, mixed subsidies are most beneficial to fresh e-commerce. If the green R&D subsidy rate is excessively high, single government subsidies become more beneficial.

Key words: supply chain, pricing, subsidies, green degree, fresh agricultural products