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When the retailer\u2019s regret level is low and her demand for eco-friendly products is also low, the manufacturer tends to reduce the green investment and increase the wholesale price to maximize the marginal return. Although such the anticipated regret behavior by the retailer may stimulate the manufacturer\u2019s profit growth, it reduces retailer\u2019s profit. Conversely, as the retailer\u2019s regret level increases, the manufacturer increases the green investment and reduces the wholesale price to induce higher procurement by the retailer, leading to a decline in the manufacturer\u2019s profit but an upward trend in the retailer\u2019s profit. This discovery suggests that the upstream supply chain manager, should closely the monitor retailer\u2019s potential anticipated regret and adjust the corresponding strategy accordingly. 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