{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,13]],"date-time":"2026-02-13T18:46:55Z","timestamp":1771008415037,"version":"3.50.1"},"reference-count":73,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2023,2,2]],"date-time":"2023-02-02T00:00:00Z","timestamp":1675296000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Social Science Planning Project of Chongqing","award":["2020BS47"],"award-info":[{"award-number":["2020BS47"]}]},{"name":"Social Science Planning Project of Chongqing","award":["52005065"],"award-info":[{"award-number":["52005065"]}]},{"name":"Social Science Planning Project of Chongqing","award":["KJQN202000815"],"award-info":[{"award-number":["KJQN202000815"]}]},{"name":"Social Science Planning Project of Chongqing","award":["KFJJ2019058"],"award-info":[{"award-number":["KFJJ2019058"]}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["2020BS47"],"award-info":[{"award-number":["2020BS47"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["52005065"],"award-info":[{"award-number":["52005065"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["KJQN202000815"],"award-info":[{"award-number":["KJQN202000815"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["KFJJ2019058"],"award-info":[{"award-number":["KFJJ2019058"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"name":"Science and Technology Research Program of Chongqing Municipal Education Commission","award":["2020BS47"],"award-info":[{"award-number":["2020BS47"]}]},{"name":"Science and Technology Research Program of Chongqing Municipal Education Commission","award":["52005065"],"award-info":[{"award-number":["52005065"]}]},{"name":"Science and Technology Research Program of Chongqing Municipal Education Commission","award":["KJQN202000815"],"award-info":[{"award-number":["KJQN202000815"]}]},{"name":"Science and Technology Research Program of Chongqing Municipal Education Commission","award":["KFJJ2019058"],"award-info":[{"award-number":["KFJJ2019058"]}]},{"name":"Scientific Research Platform Open Project of Chongqing Technology and Business University","award":["2020BS47"],"award-info":[{"award-number":["2020BS47"]}]},{"name":"Scientific Research Platform Open Project of Chongqing Technology and Business University","award":["52005065"],"award-info":[{"award-number":["52005065"]}]},{"name":"Scientific Research Platform Open Project of Chongqing Technology and Business University","award":["KJQN202000815"],"award-info":[{"award-number":["KJQN202000815"]}]},{"name":"Scientific Research Platform Open Project of Chongqing Technology and Business University","award":["KFJJ2019058"],"award-info":[{"award-number":["KFJJ2019058"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Axioms"],"abstract":"<jats:p>Considering the influence of the consumers\u2019 perception of eco-quality (CPQ) on the dynamic strategies of the continuous agri-product supply chain, the paper examines a two-stage agri-product supply chain composed of a supplier and a retailer, where the supplier invests in eco-quality improvement and the retailer invests in advertising. Taking the CPQ, eco-quality and goodwill as ternary state variables, the paper formulates joint decision-making models of a continuous agri-product supply chain based on differential game theory. The paper has analyzed equilibrium strategies in decentralized and centralized scenarios, respectively, and further developed an advertising\u2013eco-quality investment cost-sharing contract to coordinate the supply chain. Finally, comparative and numerical analyses have been conducted. The analyses results reveal that consumers\u2019 perceptions of eco-quality and their goodwill preference towards an agri-product encourage the supplier and retailer to improve the eco-quality of the agri-product and the level of advertising. Indeed, the greater the impact of goodwill on demand, the higher level of the supplier\u2019s eco-quality investment and the retailer\u2019s advertising effort, and the higher the profits of the supply chain. The paper also finds that the proposed cost-sharing contract can achieve a Pareto improvement in the continuous agri-product supply chain system. Furthermore, the higher the consumer goodwill preference, the more motivated suppliers and retailers are to cooperate.<\/jats:p>","DOI":"10.3390\/axioms12020158","type":"journal-article","created":{"date-parts":[[2023,2,3]],"date-time":"2023-02-03T01:40:25Z","timestamp":1675388425000},"page":"158","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Differential Strategies of Continuous Agri-Product Supply Chain Considering Consumer Perception of Eco-Quality"],"prefix":"10.3390","volume":"12","author":[{"given":"Shan","family":"Chen","sequence":"first","affiliation":[{"name":"National Research Base of Intelligent Manufacturing Service, Chongqing Technology and Business University, Chongqing 400067, China"}]},{"given":"Yuelin","family":"Duan","sequence":"additional","affiliation":[{"name":"School of Management Science and Engineering, Chongqing Technology and Business University, Chongqing 400067, China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6001-5744","authenticated-orcid":false,"given":"Jiafu","family":"Su","sequence":"additional","affiliation":[{"name":"International College, Krirk University, Bangkok 10220, Thailand"}]},{"given":"Junbo","family":"Tuo","sequence":"additional","affiliation":[{"name":"School of Mechanical Engineering, Chongqing Technology and Business University, Chongqing 400067, China"}]}],"member":"1968","published-online":{"date-parts":[[2023,2,2]]},"reference":[{"key":"ref_1","first-page":"232","article-title":"Drivers of green product adoption: The role of green perceived value, green trust and perceived quality","volume":"25","author":"Cheung","year":"2015","journal-title":"J. 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