Abstract: The “agricultural super-docking” model has become one of the new sales models for farmers and agricultural enterprises to sell agricultural products due to its advantages of reducing circulation links, reducing transaction costs, and ensuring the quality of agricultural products. However, supermarkets are always dominant in the supply chain of agricultural supermarkets, so supermarkets can maximize their profits by making ordering and pricing decisions, which will reduce farmers’ motivation to engage in green production and not be conducive to the sustainable development of supermarkets in the long run. Based on this, how to design a cooperation strategy for the “agricultural super-docking” model to motivate farmers to provide greener agricultural products and enable both farmers and supermarkets to achieve Pareto improvement is a problem worth studying. Some scholars have considered the advantages of the “agricultural super-docking” model and the contract design issues between farmers and supermarkets in existing research on the “agricultural super-docking” model, but have not considered the disadvantaged position of farmers in the model and the sales of green agricultural products in supermarkets. Only a few mathematicians have considered the role of farmers’ cooperatives. Farmers’ cooperatives are usually established through government promotion. On the one hand, they are more binding on farmers, and on the other hand, when supermarkets sign contracts with cooperatives, they have the advantage of lower accountability costs in case of default compared to signing contracts with individual farmers. Therefore, it is necessary to study the “agricultural super-docking” supply chain composed of farmers, cooperatives, and supermarkets. In addition, research on the supply chain of green agricultural products mainly focuses on using empirical research methods to explore the main factors affecting farmers’ green investment, including farmers’ own characteristics, consumer preferences, etc. There is a lack of research on the sales of green agricultural products in the “agricultural super-docking” model, and there is a lack of research on the relevant decisions of green agricultural products from the perspective of supply chain operation optimization.
   This article introduces the level of green investment into the “agricultural super-docking”, while considering the planting risks of agricultural products. Based on the advantages of strong binding force on farmers and low cost of supermarket accountability, farmers’ cooperatives are introduced into the “agricultural super-docking” to study the green investment decision-making problem of farmers and the optimal decision-making problem of supermarkets under two different supply chain models: “farmers+supermarkets” and “farmers+ farmers’ cooperatives+supermarkets”. Specifically, the optimal green investment and wholesale price decisions of farmers in three models: the “farmer+supermarket” model, the “farmer+farmer’ cooperative+supermarket” model based on gross profit commission contracts, and the “farmer+supermarket” model based on net profit commission contracts, analyze the impact of factors such as unit cost, sensitivity of demand to greenness, and cost coefficient of green technology investment on the optimal decision-making of supply chain entities, and vertically compare the expected utility of supermarkets under different modes.
   The research has found that farmers have the highest level of green technology investment under a centralized supply chain, followed by the “farmers+farmers’ cooperatives+supermarkets” model based on net income commission contracts. The higher the sensitivity of consumers to green degree, the higher the expected utility of farmers and the level of green technology investment. The higher the unit cost of agricultural products, the cost coefficient of green technology investment, and the degree of risk aversion of farmers, the lower the level of green technology investment of farmers. The higher the proportion of variable commission, the lower the level of investment in green technology and the expected utility of farmers under the “farmers+farmers’ cooperatives+supermarkets” model based on gross profit commission contracts. When the cost coefficient of green technology investment, fixed commission, and variable commission ratio are less than a certain value, the expected utility of farmers under the “farmers+farmers’ cooperatives+supermarkets” model based on net income commission contracts will be the highest, and farmers will have the greatest enthusiasm for joining this contract. In addition, under various modes, farmers’ risk aversion will to some extent reduce their optimal green technology investment and optimal wholesale prices, while the expected utility of farmers and supermarkets will also decrease.

Key words: agricultural super-docking, farmers’ cooperative, green investment decision, agri-food supply chain

摘要： 将绿色技术投入引入由单个农户与单个超市组成的“农超对接”模式中,研究“农超对接”模式优势和农户与超市之间合约设计问题,分析不同“农超对接”模式下供应链主体预期效用,得出农户与超市最优决策。研究表明:农户风险厌恶度、消费者绿色偏好、绿色技术先进性均会影响农户绿色投入倾向,在毛收益佣金合同中,变动佣金比例影响农户绿色投入水平,而在净收益合同中,则不会有影响;比较不同合同发现,净收益佣金合同下“农户+农民合作社+超市”模式中的农户绿色技术投入水平最高;在所有模式下,农户风险厌恶均会在一定程度上降低最优绿色技术投入水平、超市和农户预期效用。

关键词: 农超对接, 农民合作社, 绿色技术投入, 农产品供应链