Abstract: Considering consumers' preference for green products, a competitive closed-loop supply chain system is established, which consists of a green product manufacturer, a common product manufacturer, and a retailer. The optimal pricing and green level in the cooperative game and non-cooperative game are determined respectively, and the impact of consumers' green preference, green investment coefficient and manufacturers' competition intensity on the selection of products and the profit of each node enterprise is explored. The research shows that the retail price of products, green level, and profits of supply chain companies are positively correlated with consumer green preferences and negatively correlated with green investment factors. The profit of the manufacturer decreases with the increase of the competition intensity, and the profit of the retailer increases. The profit of the green product manufacturer in the non-cooperative game is higher than that of the common product manufacturer. In addition, the conclusions are verified by numerical examples.