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

摘要： 融合农产品供应链中普遍存在的既竞争又合作关系，建立Nash议价博弈模型，研究竞合决策对农产品绿色度和供应链系统利润等的作用，分析消费者环境意识对竞合决策作用的影响。竞合决策会促进农产品供应链的绿色合作，使下游销售企业分担更多的绿色投资成本，提高农产品绿色度；竞合决策会帕累托改进供应链各方利润，推动农产品供应链的协调；消费者环境意识会进一步扩大竞合决策对提高农产品绿色度和供应链系统利润的作用。

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