Abstract: Considering the asymmetry of fairness-concern information on e-commerce platforms, a recycling and pricing decision model in a manufacturer-dominated e-commerce closed-loop supply chain is established. The impact of fairness concerns on the decisions of all parties in an e-commerce closed-loop supply chain is studied by reverse induction and comparative analysis, and the contract with revenue sharing and cost sharing is designed to coordinate the e-commerce closed-loop supply chain. Results show that whether fairness preference information of e-commerce platforms is symmetric or not, the wholesale price contract cannot coordinate the e-commerce closed-loop supply chain, however, as long as the manufacturer considers fairness concerns of the e-commerce platform for decision-making, it is beneficial to reduce retail prices, improve service levels and waste recycling rates; Whether the fairness preference information of the e-commerce platform is symmetric or not, the contract with revenue sharing and cost sharing can always optimize the decisions of all parties, improve waste recycling rates, achieve coordination of an e-commerce closed-loop supply chain, and improve profits of all parties in terms of Pareto optimization. Moreover, the fairness concerns of the e-commerce platform can increase the range of revenue sharing ratios, making it easier to achieve coordination of an e-commerce closed-loop supply chain.

Key words: e-commerce closed-loop supply chain, fairness concern, asymmetric information, coordination mechanism