关键词: 农产品供应链；竞合决策；消费者环境意识；Nash议价博弈

Abstract: Integrating the interactive competition and cooperation in agricultural supply chains， this paper develops a Nash bargaining model to attain how the coopetitive decision changes the greenness and system profits of agricultural supply chains and how the consumer environmental awareness affects the changes from the coopetitive decision. The findings can be concluded as follows. First， the coopetitive decision will promote the green investment cooperation of agricultural supply chains and hereby promote the agricultural product greenness because the downstream agricultural products retailer will share more green investment costs of upstream agricultural corporations. Secondly， the coopetitive decision will push Pareto improvement in the agricultural supply chain profitability， and hereby accelerate the coordination of agricultural supply chains. Thirdly， the consumer environmental awareness will incentive the coopetitive decision furthermore to enhance agricultural product greenness and supply chain profitability more.

Key words: agricultural supply chains; coopetitive decision; consumers environmental awareness; Nash bargaining game theory